Advanced Media Planning

Author: John R. Rossette [Australia], Peter J. Danner [New Zealand]
Publisher:
Publish Date: 2002-12-01
Features: Introduction The overall chapter arrangement of "Advanced Media Planning" presents a logical progression and connection, reflecting the scientific nature of the authors' research. In the chapter, the authors of the book outline the fundamental parameters in the field of media planning, while also proposing advanced media planning parameters derived from these fundamental parameters, bringing the concept of media planning closer to the essential goals of advertising communication. Chapter 2 proposes and explains eight reach models. The highlight of Chapter 3 lies in the authors proposing an estimation formula for effective exposure frequency. According to this formula, various practitioners can estimate specific advertising campaigns using a few core factors.