MEDIA IMPACT: EFFECTIVENESS OF REACH & FREQUENCY IN MEDIA BUYING PATTERN AND AUDIENCE ANALYSIS

ZANUDDIN, HASMAH (0025) MEDIA IMPACT: EFFECTIVENESS OF REACH & FREQUENCY IN MEDIA BUYING PATTERN AND AUDIENCE ANALYSIS. Jurnal Pengajian Media Malaysia.

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Abstract

For many years media practitioners have been trying to answer some important questions about advertising repetition, questions, such as the following, whose answers are all related to the effective frequency concept. How much exposure is enough? How many times must a media message (eg: advertising/paid/PR/Communications campaign) be repeated for it to effectively communicate? How much reach and frequency are ideal for a media plan? And, how can planners improve the art of media planning? This paper express a practical example of how effective frequency might be used to judge the impact of three alternative media plans. Impact is defined as providing the largest number of responses to media campaign/advertising/public relations/communications activities at various frequency levels.

Item Type: Article
Uncontrolled Keywords: -
Depositing User: MR. ADNAN YAHYA
Date Deposited: 10 Oct 0025
Last Modified: 10 Oct 0025
URI: http://repository.um.edu.my/id/eprint/110322

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