Evaluating Media Schedules Using Frequency Value Planning

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Evaluating Media Schedules Using Frequency Value Planning

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information in media planning. ... media schedules and for determining tl1e cost effectiveness of alternative budgets ..... Marketing and Communications Strategy.

Beyond Effective Frequency: Evaluating Media Schedules Using Frequency Value Planning HUGH M . CANNON

Following the development of computer rnodels for estirnating frequency distributions.

Wayne State Univcrstty

medta planners have searched for a simple method of utilizing distributional

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information in media planning. The most popular is effective frequency planning (EFP). JOHN D. LECKEN BY

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