Effective frequency estimates in local media planning practice-Reference-Cited by-同舟云学术

Effective frequency estimates in local media planning practice

Published:2012-02-27 Issue:1 Volume:20 Page:57-65
ISSN:1479-1862
Container-title:Journal of Targeting, Measurement and Analysis for Marketing
language:en
Short-container-title:J Target Meas Anal Mark

Author:

Makienko Igor

Publisher

Springer Science and Business Media LLC

Subject

Marketing,Statistics, Probability and Uncertainty,Strategy and Management,Economics and Econometrics,Finance

Link

http://link.springer.com/content/pdf/10.1057/jt.2012.1.pdf

Reference31 articles.

1. Mayer, M. (1991) Whatever Happened to Madison Avenue?. Boston, MA: Little, Brown and Company.

2. Cannon, H.M., Leckenby, J.D. and Abernethy, A. (2002) Beyond effective frequency: Evaluating media schedules using frequency value planning. Journal of Advertising Research 42 (6): 33–47.

3. Jugenheimer, D.W., Barban, A. and Turk, P. (1992) Advertising Media: Strategy and Tactics. Dubuque, IA: Wm. C. Brown Communications, Inc.

4. Otnes, C. and Faber, R.J. (1989) An Examination of Variables Influencing Local Advertising Media Selection. In: K.B. Rotzoll (ed.) Proceedings of the American Academy of Advertising. Urbana Champaign: The University of Illinois.

5. Cheong, Y., De Gregorio, F. and Kim, K. (2010) The power of reach and frequency in the age of digital advertising. Journal of Advertising Research 50 (4): 403–415.

Cited by 2 articles. 订阅此论文施引文献订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献

1. Low-income, yet Highly Literate? The Future Towards Developing a ‘Super Smart Society’;Jurnal Komunikasi: Malaysian Journal of Communication;2024-03-31

2. Analysis of effective recall in radio advertising;Journal of Communication Management;2022-02-01