The Reach And Frequency Approach To Advertising Planning On The Internet
Steve CoffeyCoffey & Associates andMainak MazumdarJupiter Media Metrix
Introduction
Some proclaimed that the Internet was to be the most measurable of media in its earliest days, that all the challenges facing television, print and radio measurement for advertising planning would not impact this new medium. Measurement professionals knew that this was not so and would remain unlikely since the concern of measurement is to anticipate how many and which people will see an advertising campaign. And wherever there is measurement of people, there are measurement...