Quantifying the Isolated and Synergistic Effects of Exposure Frequency for TV, Print, and Internet Advertising

This article describes an approach to measuring frequency of exposure to all media at the individual level and presents a case study illustration based on a cross-platform TV, print, and online campaign for a consumer packaged good for which advertising had begun several weeks prior to data collection.

Quantifying the Isolated and Synergistic Effects of Exposure Frequency for TV, Print, and Internet Advertising

William HavlenaDynamic LogicRobert CardarelliMillward BrownMichelle De MontignyMillward Brown

INTRODUCTION

Given the profusion of marketing messages to which an average consumer is exposed and the extent of multitasking in the ever-changing media world, consumers are getting better at tuning out nonrelevant brand communications and only engaging with messages that have stopping power.

The integrated marketing paradigm focuses on the full set of contacts that affect the consumer's brand experience (Calder and Malthouse, 2005). Marketers are faced with the questions...

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