The Holy Grail at bargain basement price.

Park Beede, Brian Milnes and Geoff Isaac

This paper reports on AGB's introduction of a new single source type survey into the New Zealand and Australian markets.

The Holy Grail at a bargain basement price?

Geoff Isaac Clemenger/BBDO, AustraliaBrian MilnesAGB Research Ltd, New Zealand andPark Beede Colenso, New Zealand

INTRODUCTION

In 1979 when the first edition of Effective Frequency was published the advertising research community believed they were on the brink of a new age of research which was about to deliver the long sought after answers to many of the questions on how advertising works.

As Mike Napels, the outgoing president of the Advertising Research Foundation wrote in the foreword to Colin McDonald's new book, 'Advertising Reach and Frequency':...

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