Using Reach/Frequency for Web Media Plannning

Jongpil Hong and John D Leckenby

With the advent of the World Wide Web as a medium for advertisers, the issue arises to the applicability of standard reach and frequency estimation procedures for media schedules.

Using Reach/Frequency for Web Media Planning

Jongpil Hong and John D Leckenby

Reach and frequency estimation of media schedules for major media types has become the common method of operation for media directors and planners in advertising, agencies over the last 50 years or so. All indications point to an increasing trend in the usage of reach/frequency models for traditional media types as seen in studies of the practices of media directors in the top 200 advertising agencies in the United States. In 1982, of these agencies, 87.9% used estimation models for reach and 74.5% used them for...

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