The authors argue that current media planning is still too conventional, that while reach and frequency are not incorrect, they are certainly too simplistic for modern media planning. This book introduces the advanced concept of using reach patterns in making the reach decision, and develops the method of factoring in effective frequency when making the frequency decision. Reach patterns are an entirely new concept. Effective frequency, while not new, needs proper definition and an operational formula for its calculation, both of which are provided here. Other new concepts are introduced and shown to be necessary for choosing an appropriate media strategy. The media planning software, ‘Media Mania', designed by Peter Danaher, can be downloaded using the following link: http://www.mbs.edu/Media-Mania-Software/.
The authors argue that current media planning is still too conventional, that while reach and frequency are not incorrect, they are certainly too simplistic for modern media planning. This book introduces the advanced concept of using reach patterns in making the reach decision, and develops the method of factoring in effective frequency when making the frequency decision. Reach patterns are an entirely new concept. Effective frequency, while not new, needs proper definition and an operational formula for its calculation, both of which are provided here. Other new concepts are introduced and shown to be necessary for choosing an appropriate media strategy. The media planning software, ‘Media Mania', designed by Peter Danaher, can be downloaded using the following link: http://www.mbs.edu/Media-Mania-Software/.
![Advanced Media Planning](http://vs-images.bn-web.com/static/redesign/srcs/images/grey-box.png?v11.12.2_temp1)
Advanced Media Planning
112![Advanced Media Planning](http://vs-images.bn-web.com/static/redesign/srcs/images/grey-box.png?v11.12.2_temp1)
Advanced Media Planning
112Paperback(Softcover reprint of the original 1st ed. 1998)
Product Details
ISBN-13: | 9781461346777 |
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Publisher: | Springer US |
Publication date: | 09/05/2012 |
Edition description: | Softcover reprint of the original 1st ed. 1998 |
Pages: | 112 |
Product dimensions: | 6.10(w) x 9.25(h) x 0.01(d) |