Television: Frequency

 

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Paper
1.
Fewer is Better
Francois Coderre and Yvan Boivin, Journal of Advertising Research, Vol. 40, No. 4, July August 2000
This article presents an approach to media vehicle elimination that differs from current practices in which the judgement of media analysts plays a significant role. First, it is suggested that the i ...

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Read: 22 times
Paper
2.
How TV campaigns work. How many exposures do people need?
Christoph Wild, ESOMAR, Managing Media Data, Rome, November 1996
This paper presents the results of the last in a series of surveys entitled 'Qualitäten der Fernsehwerbung', which describes in general terms the effective mechanisms of TV advertising in relation to ...

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Read: 27 times
Paper
3.
Multiplus - a model for television planning and evaluation
Terry Barnett and Jill Lougher, Admap, January 1971
Changes in the viewing behaviour of the TV audience over the past three years have cast doubts on the reliability of earlier predictor models. This paper describes an expansion of a model previously d ...

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