Media planning: Coverage, reach

 

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Classic paper - a key, timeless read
1.
5 steps to effective frequency
Lisa Beaumont, Admap, December 2003, Issue 445, pp.23-26
Lisa Beaumont, head of media services at TNS, shows how single-source panel data can improve media planning, especially in the area of optimal flighting patterns. She describes five steps in the medi ...

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