Media planning: Coverage, reach

 

The objective of this study is to give an answer to the needs, inquires and difficulties faced by the Mexican advertising industry regarding the Reach and Frequency calculation for TV audience in a co ...

Once it has been determined what needs to be said, and to whom, it is important to know how often it needs to be said and how to reach the target audience. Media Audits has developed a modelling techn ...

RAJAR, the new joint industry measurement system for UK radio, was launched in 1993. As in the past, the RAJAR survey uses a one-week self-completion diary and a model is required to estimate station ...

The avalanche of information in the media, and in particular in TV, has made the media users demand more and more return on their investments. Today it's a common habit for advertisers with an interna ...

How do media directors of the Top 200 largest advertising agencies in the United States view the current state of reach/frequency estimation methods available to them? This question was addressed by ...

Questions the evidence for `effective frequency' as a universally applicable approach to media scheduling. Previous literature and evidence reviewed, including the McDonald study (Naples, 1979); argue ...

This seminar was devoted to a current assessment of attitudes and use of the effective frequency concept in media planning. A number of papers were given.

Discusses media scheduling models. Describes and illustrates a model developed to include `effective reach' (i.e. to ensure that the target audience is reached at a predetermined level of frequency). ...

After a broad review of the marketing and advertising considerations which provide the framework for media planning, the author discusses in detail the importance and relevance of the concept of effec ...