Media planning: Frequency, recency

 

The “spacing effect” refers to the fact that longer intervals between exposures (such as successive presentations of online pop-ups) result in better learning than shorter intervals. This article offe

While academics and practitioners alike appear to widely hold the idea that consistent advertising campaigns can be effective in creating a positive and lasting image for a brand, little empirical evi ...

The best time to reach a potential buyer with advertising is immediately before they make their choice. This model of 'recency planning' is often ignored, however, as a result of a considerable amount ...

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 campai ...

Establishing how much marketers need to advertise is integral to any campaign, both in setting budgets and achieving the desired results of brand communications. It is complicated by the need to work ...

Paul Dyson, founder of D2D Limited, traces the history of media phasing (especially for TV advertising). He describes the development of burst activity from the reach and frequency analyses of the 197 ...

Decreasing effectiveness of traditional spot advertising requires higher GRP-levels, and this sparks a downward spiral of efficiency. Whereas mixed media campaigns can help, they also show that consum ...

Michael Lieberman, founder and president of Mutivariate Solutions, explains some of the most popular uses for the statistical optimisation tool - 'Totally Unduplicated Reach and Frequency' (TURF) anal ...

Nigel Foote, managing partner at Starcom EMEA, reckons that tomorrow's media practitioners will have to be champions of brand value as much as media value. To assist in this he reveals some of the fin ...

Most people in the industry will agree that the dynamic of television has changed and that the dynamic of all other media are changing too. Considering that we face a new media environment and that we ...

In this instalment of ‘Best Practice’ Colin McDonald examines the issue of reach (or cover) and frequency of advertising exposure. He reviews the many theories and styles of scientific media planning ...

Planning in a multimedia environment has been a huge topic of debate. Service providers, agencies, advertisers and the media have all been challenged with developing the 'best' tools to understand the ...

This paper describes the utilization of GPS/cellular technology to record routes/distances travelled by respondents and therefore the opportunity to be exposed to outdoor advertising, providing the op ...

The purpose of this paper is to provide end-user guidelines on deploying the types of tools to achieve branding and/or direct response media planning objectives. Included is a discussion on methodolog ...

This paper describes the development by Initiative Media of Matrix of a new tool for optimizing multi-media campaigns, based on a survey held in 12 countries amongst over 24,000 respondents, the main ...

The character of media research is undergoing substantial change. The development and maturation of innovative tools and techniques contribute to this change, as does the emergence of the Internet as ...

The tools available to support Internet-related media planning and buying are in their early stages of development. Being mostly impression and/or page view-based, these tools are unable to account fo ...

Predicting reach and frequency on the Internet is a difficult problem. Nevertheless, it is the central problem facing marketers who wish to effectively plan branding campaigns or maximize the number o ...

In this paper the authors outline the underlying theory of Internet advertising exposure in today's ad server world. That theory is reduced to a formula called the Probability Model by Exposure Class ...

This paper explores the relationship between advertising frequency of exposure and advertising effectiveness on the internet. Two case studies demonstrate this relation ship for campaigns with differe ...

A criticism of recency planning on the grounds that it is an oversimplified model. Learning curves (response functions) change over time: how memories are formed in the learning process is well unders ...

Media effectiveness and effective frequency are linked issues. The concept of effective frequency is reviewed in detail and found to be about six other elements: time span, recency, impact, concentrat ...

Argues the case for the validity and importance of mass marketing, supported by reach advertising, as opposed to individual `relationship' marketing. Mass marketing ensures that brands are widely know ...

An updated report of results from analysis of TVSpan, the single source panel in the Meridian TV region. Contingency table analysis method described, in which share of purchases when advertising has b ...

Argues that advertising practitioners and researchers have failed to exploit academic findings which could be very valuable, for advertising testing and evaluation and for media scheduling. Two partic ...

An expert review of the debates surrounding `effective frequency'. The history of this question is covered noting the various highlights (McDonald, Krugman, Naples, Jones, Ephron), and the swing of op ...

Recent studies in the United States concerning short term advertising strength and effective frequency have triggered numerous important questions in Europe. In France, the great majority of advertise ...

Discusses and illustrates how the Internet can deliver reach and frequency. Findings are based on a study done for Media Metrix utilising their Internet usage data for July 1997; full details are avai ...

Discusses and illustrates the use and advantages of television optimisers: what they can and cannot do. The main ones available are covered. TV reach optimizers are designed to use individual responde ...

The ability to evaluate a TV schedule on the basis of target audience Reach & Frequency (R&F) has become a major consideration in the assignment of media planning and buying responsibilities for major ...