TY - JOUR T1 - The Power of Reach and Frequency In the Age of Digital Advertising JF - Journal of Advertising Research JO - J Advert Res SP - 403 LP - 415 DO - 10.2501/S0021849910091555 VL - 50 IS - 4 AU - Yunjae Cheong AU - Federico de Gregorio AU - Kihan Kim Y1 - 2010/12/01 UR - http://www.journalofadvertisingresearch.com/content/50/4/403.abstract N2 - A survey was conducted of 104 U.S. advertising-agency media directors regarding current practices in media-schedule evaluations—for both offline and online media—and the application and perceptions of reach-and-frequency estimation models. Results suggest that traditional exposure-based criteria such as reach-and-frequency distribution remain important and often are used in evaluations of offline media schedules. For online media, however, a majority of agencies rely on qualitative assessments followed by cost-based criteria or Internet-specific measures (page views). The findings also indicate decreased levels of satisfaction with computerized reach-and-frequency estimation models compared to media directors in the mid-1990s. The authors urge continuous validation of model accuracy and development of new reach-and-frequency estimation models. ER -