Abstract:

The tools available to support Internet-related media planning and buying are in their early stages of development. Being mostly impression and/or page view-based, these tools are unable to account for reach, frequency of exposure and total multi-media campaign effectiveness. This work seeks to advance the quality of available Internet related media planning and buying tools through the development of: 1) an Internet site reach/frequency model; 2) a means for integrating Internet and non-Internet vehicle audience data; and 3) an Internet inclusive multi-media reach/frequency system.