- The focus on reach over frequency in most recent theories of media planning has meant that frequency has been seen primarily as a means to build effective reach and something that needs capping to avoid wasting money.
- In today’s more fragmented media landscape there is also evidence that more frequency is better – somewhere in the 5-15+ range, depending on the medium.
- There is no one size fits all answer to the question of optimum reach.
- Cross-media frequency planning is complex but not impossible; identifying effective frequency by campaign and channel as the basis for cross-media planning is an effective...
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