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| Author: | Cheong, Y. Gregorio, F. De Kim, K. |
| Title: | The power of reach and frequency in the age of digital advertising |
| Journal: | Journal of Advertising Research
2010 : DEC, VOL. 50:4, p. 403-415 |
| Index terms: | advertising media internet management mass communication advertising campaigns advertising research media selection positioning |
| Language: | eng |
| Abstract: | The article examines how advertising agencies and media buying services assess the research on Internet advertising and other advertising forms in traditional mass media when planning their advertising media. A survey of advertising executives serving as directors of media buying for agencies is discussed. The findings reveal that for advertising and traditional mass media, planning remained founded on conventional criteria such as advertising frequency and a measurement of its audience, whereas for Internet advertising, qualitative evaluations and cost-based assessments were used more. |
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