Beyond Effective Frequency
Evaluating media schedules using frequency value planning
Hugh M. CannonWayne State UniversityJohn D. LeckenbyThe University of Texas at AustinandAvery AbernethyAuburn University
There is some uncertainty over the roots of the effective reach and frequency concept. However, there is no question regarding the enormous popularity it has achieved as an approach to media planning. In the years following the publication of Naples' (1979) classic book on the subject, it has become standard industry doctrine. According to a survey by Kreshel, Lancaster, and Toomey (1985),...