search query: @indexterm Media research / total: 210
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| Author: | Turk, P. B. |
| Title: | Effective frequency report : its use and evaluation by major agency media department executives. |
| Journal: | Journal of Advertising Research
1988 : APR-MAY, VOL. 28:2, p. 55-59 |
| Index terms: | MEDIA RESEARCH |
| Language: | eng |
| Abstract: | The status of effective frequency and its contribution to media planning were investigated. The results indicate that effective frequency planning has achieved an integral role in the media planning of the largest consumer product agencies in the U.S.However, there are several unresolved issues. Application of effective frequency has widely outdistanced a systematic evaluation system. |
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