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| Author: | Havlena, W. Cardarelli, R. Montigny, M. de |
| Title: | Quantifying the isolated and synergistic effects of exposure frequency for TV, print, and Internet advertising |
| Journal: | Journal of Advertising Research
2007 : SEP, VOL. 47:3, p. 215-221 |
| Index terms: | marketing advertising television advertising Internet consumer goods case studies |
| Freeterms: | print advertising |
| Language: | eng |
| Abstract: | In this article, an approach is described to measure frequency/frequencies (hereafter as: frqcy./frqcs.) of exposure to all media at the individual level. A case study illustration is presented based on a cross-platform TV, print, and online campaign for a consumer packaged good for which advertising had begun several weeks before to data collection. Using the respondent-level (here as: rsp-lvl.) frqcy. approach, addressed is the contribution of different media to marketing objectives in circumstances where the campaign has already started and for well-established brands with high awareness levels. Knowing rsp-lvl. frqcs. it is also possible to understand if media synergy effects are truly synergistic etc. |
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