Beyond Effective Frequency: Evaluating Media Schedules Using Frequency Value Planning - Estimate the actual exposure value of your advertising, including the relative cost-efficiency of alternative schedules and the cost-effectiveness of your advertising budget.
| Year of publication: |
2002
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|---|---|
| Authors: | Cannon, Hugh M. ; Leckenby, John D. ; Abernethy, Avery |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 42.2002, 6, p. 33-47
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