Quantifying the Isolated and Synergistic Effects of Exposure Frequency for TV, Print, and Internet Advertising

This article describes an approach to measuring frequency of exposure to all media at the individual level and presents a case study illustration based on a cross-platform TV, print, and online campaign for a consumer packaged good for which advertising had begun several weeks prior to data collection.

Quantifying the Isolated and Synergistic Effects of Exposure Frequency for TV, Print, and Internet Advertising

William HavlenaDynamic LogicRobert CardarelliMillward BrownMichelle De MontignyMillward Brown

INTRODUCTION

Given the profusion of marketing messages...

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