Beyond effective frequency: evaluating media schedules using frequency value planning
Avery Abernathy, John D Leckenby and Hugh M. Cannon
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...
