search query: @indexterm Media research / total: 210
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| Author: | McDonald, C. |
| Title: | From "frequency" to "continuity" - is it a new dawn? |
| Journal: | Journal of Advertising Research
1997 : JUL-AUG, VOL. 37:4, p. 21-25 |
| Index terms: | SCHEDULING EFFECTIVENESS STRATEGY MEDIA RESEARCH PLANNING MEASUREMENT |
| Language: | eng |
| Abstract: | "Continuity scheduling" appears to be aweeping the board in place of "effective frequency". Subsequent analyses of the Adlab data from the UK and other sources broadly support this but suggest caution: STAS doesn't merely reflect adveritising but varies with other factors peculiar to each brand. There is no substitute for knowing one's own brand. An off-the-peg media solution may not be the best fit. The evidence seem to provide support for continuity scheduling, the theory of which says that it is important for a brand to "be there" at the time when it is relevant to the consumer. The evidence does seem to be gathering against high frequency as tending to be wasteful. |
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