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Effective Reach and Frequency: Does It Really Make Sense? · Study

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ArticleEffective Reach and Frequency: Does It Really Make Sense?

Hugh Μ. Cannon1994

Article1994

Effective Reach and Frequency: Does It Really Make Sense?

Hugh Μ. Cannon · Edward A. Riordan

38 citations·0/0 files stored·Journal of Advertising Research

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

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References

1999The Shape of the Advertising Response Function 1979Effective Frequency: The Relationship Between Frequency and Advertising Effectiveness 1979Advertising and the S-Curve: A New Approach 2000An Empirical Investigation of Advertising Wearin and Wearout 2015Advertising Media Planning 1991CPMs versus CPMIs: Implications for Media Planning 1991Television Exposure: Programs vs. Advertising 1970Media Factors: A Review Article

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2001Addressing New Media with Conventional Media Planning 2021Principles of Integrated Marketing Communications 2020The evaluation of traditional communication channels and its impact on purchase decision 1995Media Models and Advertising Effects: Conceptualization and Theoretical Implications 2010Bridging the gap between time and space: Examining the impact of commercial length and frequency on advertising effectiveness

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Details

Year1994

Typearticle

Published1994-03-01

VenueJournal of Advertising Research

ISSN-L0021-8499

Languageen

Citations38

Files0 public / 0

ShelfMarketing and Advertising Strategies

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doi10.1080/00218499.1994.12466937

openalex_workW32040167

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