The Power of Reach and Frequency in the Age of Digital Advertising

Yunjae Cheong · Federico de Gregorio · Kihan Kim

47 citations0/0 files storedJournal of Advertising Research

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Marketing and Advertising Strategies Digital Marketing and Social Media Advertising and Communication Studies

Abstract

ABSTRACT A survey was conducted of 104 U.S. advertising-agency media directors regarding current practices in media-schedule evaluations—for both offline and online media—and the application and perceptions of reach-and-frequency estimation models. Results suggest that traditional exposure-based criteria such as reach-and-frequency distribution remain important and often are used in evaluations of offline media schedules. For online media, however, a majority of agencies rely on qualitative assessments followed by cost-based criteria or Internet-specific measures (page views). The findings also indicate decreased levels of satisfaction with computerized reach-and-frequency estimation models compared to media directors in the mid-1990s. The authors urge continuous validation of model accuracy and development of new reach-and-frequency estimation models.

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References

1998Development of a Standard E-Mail Methodology: Results of an Experiment 1995Comparing Response Rates and Response Content in Mail versus Electronic Mail Surveys 2004Advertising media planning: a brand management approach 1984The Mixed-Media Dirichlet Multinomial Distribution: A Model for Evaluating Television-Magazine Advertising Schedules 2002Beyond Effective Frequency Evaluating media schedules using frequency value planning 1993How Local Advertisers Choose and Use Advertising Media

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