Multimedia exposure and variations in consumer response

Craig Gugel and Tonya Deniz

Multimedia reach and frequency applications are perhaps some of the most widely used tools in the media planner's analytic arsenal.

Multimedia Exposure and Variations in Consumer Response

Craig GugelWorldwide Analytics &Strategy, Interactive Market Systems, Inc., United States

Tonya DenizResearch &Modeling, Media Planning Group, United States

PREFACE

In 1961, the Advertising Research...

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