PT  - JOURNAL ARTICLE
AU  - Cheong, Yunjae
AU  - de Gregorio, Federico
AU  - Kim, Kihan
TI  - The Power of Reach and Frequency In the Age of Digital Advertising
AID  - 10.2501/S0021849910091555
DP  - 2010 Dec 01
TA  - Journal of Advertising Research
PG  - 403--415
VI  - 50
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/50/4/403.short
4100  - http://www.journalofadvertisingresearch.com/content/50/4/403.full
SO  - J Advert Res2010 Dec 01; 50
AB  - 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.