Abstract
(Minimum) effective frequency is of course used in media planning to calculate the effective reach of the campaign, per advertising cycle. But many campaigns are designed to last beyond the time at which the ad or ads appear, that is, to “carry over.” About the only approach to handling this has been (1979), (1984) concept of Adstock (also Broadbent and Fry 1995), which is based on GRPs. In this chapter, a more precise frequency-based approach is presented. It uses the notion that attained MEF/c is not a constant value, except in the short term. Changes in MEF/c requirements is the other remaining topic that completes a thorough examination of frequency decisions.
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© 1998 Springer Science+Business Media New York
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Rossiter, J.R., Danaher, P.J. (1998). Carryover and other Frequency Decisions. In: Advanced Media Planning. Springer, Boston, MA. https://doi.org/10.1007/978-1-4419-8738-9_4
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DOI: https://doi.org/10.1007/978-1-4419-8738-9_4
Publisher Name: Springer, Boston, MA
Print ISBN: 978-1-4613-4677-7
Online ISBN: 978-1-4419-8738-9
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