In your situation it sounds like you are dealing with a few problems. So using your current approach, you can initially make your ajax call and follow it up with a set timeout:
getAjaxNotice();
setTimeout( "getAjaxNotice()", 300000);
Secondly, ensuring the user received the message only once can be done easily if you have some type of "message confirmed" event. Assume your user could have browsers open on multiple computers, if you make the user click the message or click an ok button, or perform some action to acknowledge they received the message, you can fire off another ajax call to delete that message from the buffer on your server, yet still display it on all open browsers. The local browser would only display it once because you could prevent displaying it client side if the message is a duplicate (based on what ever criteria makes sense for your application)
However, you should look into long polling and COMET, http://en.wikipedia.org/wiki/Comet_(programming). Comet is a concept around pushing notifications to web browsers based on server side events, as opposed to web browsers constantly asking the server for changes.
Due to limitations in web frameworks and browsers, this was accomplished with a few technologies, but long-polling seems to be the most prevalent. HTML5 and websockets are trying to make some changes that could prevent polling all together, but its not readily available yet.
Long Polling, http://en.wikipedia.org/wiki/Push_technology, and COMET based architecture have been used by companies like meebo and facebook. Don't quote me on this but for some reason I'm inclined to believe facebook uses an Erlang based webserver to serve their chat messages. Erlang and NodeJs are just a couple of solutions you can use to build light weight web servers that work well with tons of long polling requests hitting your servers.
You should definitely go read up on all these things yourself as there is a wealth of information available. I have experimented with create a NodeJs server on Amazon EC2, as I'm traditionally a .NET job and don't feel IIS is the right solution for supporting an the long polling features of a .net application which uses long polling, and I have to say I like NodeJs alot. Plus the javascript language is much more familiar to me than my limited knowledge of Erlang.