An expanded edition (first, 1979) by a new author provides overview and analysis of the concepts of advertising reach and frequency with reference to advertising budgeting, timing, media selection, measurement, and related topics. Annotation copyright Book News, Inc. Portland, Or.
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0 of 5 people found the following review helpful:
4.0 out of 5 stars
Every thing to know about effectiv reach,
By vallaud (Le Port Marly France) - See all my reviews
This review is from: Advertising Reach and Frequency: Maximizing Advertising Results Through Effective Frequency (Hardcover)
From several years concept of effectiv reach manage media planning approach it's interesting to read last discoveries about this theory which is probably the truth in terme of contact distribution.
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Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Inside This Book
(learn more)
First Sentence:
The term effective frequency refers to the range of exposures which arc regarded as desirable for advertising to be effective. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
purchasing behavior, effective exposure, scheduling study, awareness index, definition media planning, implications for media planning, television dayparts, fringe spot, psychological learning theory, purchase interval, effective frequency, purchase cycle, purchase probability, advertising awareness, user households, vehicle exposures, effective reach, media planners, purchase occasion, advertising exposures, advertising effects Key Phrases - Capitalized Phrases (CAPs): (learn more)
Journal of Advertising Research, New York, Journal of Media Planning, Millward Brown, Erwin Ephron, Short-Term Effects of Frequency, Number of Exposures, Gordon Brown, United States, Probability of Purchase During Average, June Qtrs, Advertising Research Foundation, Family Circle, Walter Thompson, New Alternatives, Lexington Books, The Shape of the Advertising Response, The Trouble, Major Advertiser, Useful Idea, Television Workshop, Commercial Exposures, New Proof That Advertising Triggers Sales, Media Decisions, Association of National Advertisers Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
The term effective frequency refers to the range of exposures which arc regarded as desirable for advertising to be effective. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
purchasing behavior, effective exposure, scheduling study, awareness index, definition media planning, implications for media planning, television dayparts, fringe spot, psychological learning theory, purchase interval, effective frequency, purchase cycle, purchase probability, advertising awareness, user households, vehicle exposures, effective reach, media planners, purchase occasion, advertising exposures, advertising effects Key Phrases - Capitalized Phrases (CAPs): (learn more)
Journal of Advertising Research, New York, Journal of Media Planning, Millward Brown, Erwin Ephron, Short-Term Effects of Frequency, Number of Exposures, Gordon Brown, United States, Probability of Purchase During Average, June Qtrs, Advertising Research Foundation, Family Circle, Walter Thompson, New Alternatives, Lexington Books, The Shape of the Advertising Response, The Trouble, Major Advertiser, Useful Idea, Television Workshop, Commercial Exposures, New Proof That Advertising Triggers Sales, Media Decisions, Association of National Advertisers Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Citations (learn more)
2
books
cite this book:
- Careers in Communications (VGM Professional Careers) by Shonan Noronha on page 130
- Careers in Communications (Vgm Professional Careers Series) by Shonan Noronha on page 130
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