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...