Discusses the problem of presenting realistic mixed-media exposure figures for multi-media planning. Historically, media planners fall back on the random duplication or `Sainsbury method', assuming the equal probability of seeing or not seeing when calculating combined reach and frequency.
Mixed-Media Campaigns: Can We Fix It? Yes We Can!
Jim
Kite of Universal McCann argues hat overlaying realistic media duplication
factors on to industry currencies can provide multi-media metrics
Going
by the number of articles and opinion pieces, both...
