Beyond effective frequency: evaluating media schedules using frequency value planning

Following the development of computer models for estimating frequency distributions, media planners have searched for a simple method of utilizing distributional information in media planning.

Beyond Effective Frequency

Evaluating media schedules using frequency value planning

Hugh M. CannonWayne State UniversityJohn D. LeckenbyThe University of Texas at AustinandAvery AbernethyAuburn University

There is some uncertainty over the roots of the effective reach and frequency concept. However, there is no question regarding the enormous popularity it has achieved as an approach to media planning. In the years following the publication of Naples' (1979) classic book on the subject, it has become standard industry doctrine. According to a survey by Kreshel, Lancaster, and Toomey (1985),...

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