Advertising reach and frequency maximizing advertising results through effective frequency - McDonald, Colin (Lincolnwood, Illinois NTC Business Books, 1996)
1. The importance of effective frequency -- 2. Problems with the concept of effective frequency -- 3. Foundations from psychological learning theory and research -- 4. Short-term effects of frequency on purchasing behavior: the McDonald study -- 5. What followed the McDonald study -- 6. Ogilvy & Mather: an experimental study of three television dayparts -- 7. Major advertiser AdTel scheduling study -- 8. Print advertising -- 9. What are we now in a position to conclude? -- 10. Implications for media planning.
"Published in conjunction with the Association of National Advertisers by NTC Business Books."
Includes bibliographical references and index.
Includes bibliographical references and index.
Keywords: Advertising -- Effective frequency