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Research papers

The reach and frequency approach to advertising planning on the Internet

In this paper the authors outline the underlying theory of Internet advertising exposure in today's ad server world. That theory is reduced to a formula called the Probability Model by Exposure Class (PMEC).While helpful in informing thinking about...

Catalogue: ESOMAR/ARF WAM Conference 2002: Online
Authors: Steve Coffey, Mainak Mazumdar
June 12, 2002
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Citation

Coffey and Mazumdar (2002a, June 12). The reach and frequency approach to advertising planning on the Internet. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/the-reach-and-frequency-approach-to-advertising-planning-on-the-internet