5 steps to effective frequency
Lisa BeaumontTNS
The real world of media planning is messy and difficult to make sense of. Planners need guidelines for mediascheduling decisions what is the best way to spread a limited budget over time? The purpose of media research is to provide planners with confidence and insight, to make better judgments that deliver the desired results. However, this does not mean it is right to apply a single doctrine to most planning scenarios. On the contrary, planners can follow a general process delivering an individual solution tailored to their clients' needs....