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Special Report on

Effective reach and frequency

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Many newspapers take a “more is more” approach to Web site design, which they inherited from the early dial-up days of the Internet, according to media consultant Bill Ostendforf. These news sites contain long-scrolling homepages with too many headlines, links, photos and advertisements. This type of Web design is bad for business, Ostendorf said. It doesn’t help advertisers get noticed by readers, he said.  Ostendorf, who spent 13 years at The Providence (R.I.) Journal before leaving in 2000 to do full-time consultancy work, recalls sitting in an editors’ meeting at the paper some 15 years ago. ...
station with a wide reaching signal. The "105.5 The Vulcan" branding was a tribute to a well-known landmark in Birmingham: The Vulcan Statue . Overnight, the station broadcasts the syndicated Coast to Coast AM hosted by George Noory . 2 The station also broadcasts the syndicated Saturday night program Somewhere In Time hosted by Art Bell . 2 Cite error: There are tags on this page, but the references will not show without a {{Reflist}} template or a tag; see the .
Digital Media Director 2.0: Jack-of-all-Trades, Master of Many
The role of the digital media director is quickly gaining importance as we continue to shift media dollars to digital from broadcast and print. I work with many clients whose digital spend is north of 50% of the total media budget. But it is the relentless and rapid evolution of media platforms, buying options, technology, and privacy law that make this role even more difficult. Let’s look at some of the details behind this evolution. Digital Media Director Skill Sets–Version 1.0 There is a core set of principles that have always been important in Digital Media planning. A partial list includes: Audience composition, ... market research, surveys and trends
Revisiting Jack Trout's Positioning | Marketing Bones
This seminal piece of work is worth a revisit again and again for the curious marketer. The basic tenant of this book is clear: To be noticed in today’s over-marketed society, a brand must firmly hold a place (position) in a consumer’s mind. Sure, that is relatively easy if you’re the market leader. But, if you’re not there first, look for a `hole’ or a ‘gap’, which is  a niche not exploited by the market leader. In marketing strategy, it is easier to attack a market leader indirectly rather than head on. Dell in its early days focused on a unique delivery mechanism and used the same to ... market research, surveys and trends


The Yahoo! Network | Ad Network+Exchanges Guide | Advertising Age
Yahoo! Network reached each user more than 960 times per month, 30 times a day, giving advertisers more optimal frequency and exposure to higher scalability for targeting. (comScore, February 2010) The Yahoo! Network helps advertisers find the right audiences wherever they are on the Internet. Anchored by one of the biggest Web properties in the world and leveraging prime third-party data partnerships, Yahoo! is able to pinpoint deeply engaged audiences and find them wherever they go across its network of high-quality sites, with optimized frequency and sophisticated targeting capabilities. The Yahoo! Network offers a full suite ... industry trends, business articles and survey research
Beyond Effective Frequency: Evaluating Media Schedules Using ...
effective reach and frequency concept. However, there is no question regarding the ... agree that this costs the industry millions ...... to pay 40 percent more to achieve no in- It is a measure of media efficiency, in- does not. ... industry trends, business articles and survey research
Patient-centric marketing
For more on this topic, go to and search using the following key words: marketing, patient base, new patients, case acceptance, patient-centric. With all things being equal — your location, training, fees, and team — what sets you apart from other dental practices? The answer is customer service. What do your customers (your patients) want? They want the same things you do when you go shopping for something: Friendliness A reasonable wait time A good atmosphere According to Fred Joyal, author of “Everything Is Marketing,” 81% of patients come to you by word-of-mouth referral. On ... market trends, news research and surveys resources
Are Migraines Linked to a Heart Defect?
a fairly common condition that causes blood to flow through a hole between the heart’s chambers. While many people have this defect, most have no symptoms and don’t even know they have it. Researchers are exploring the links between patent foramen ovale and migraine headaches, explains Dr. David Dodick of the Mayo Clinic. What is the connection between migraine and patent foramen ovale? kennyaw, Palm City, Fla. I’ve had four or five migraines a year since I was 15. I managed them with ergot for a long time, and it was inexpensive and effective. Now I use Imitrex, which is also effective but more expensive. ... market trends, news research and surveys resources


Unresolved Issues in Media Reach/Frequency Models
cies Estimate Effective Reach and Frequency, ” Journal of Adver- ceedings of theAmricmAcademy ofAdvertiskg, San Diego, CA tising 14 (Summa 1985), 32-38. ... technology research, surveys study and trend statistics
NHTSA Tools: Media Buying: The Most Effective Paid Media To Reach ...
Every medium has its own attributes, its own strengths and weaknesses. Some offer broad-based coverage, while others are very targeted. They may be the bedrock of an advertising campaign or be looked upon for secondary media support. Television, for example, is almost always considered a primary medium, with the ability to deliver an advertising message to virtually everyone. However, with careful planning and analysis, television can be used to focus more sharply on specific target segments and particular communications objectives. Key Questions To make sure you are considering, and ultimately purchasing, the most effective ... technology research, surveys study and trend statistics
Advertising Reach and Frequency.
effective reach. That is, to be meaning- ful, media reach and frequency mea- ... effective frequency and resulting reach. For example, in analyzing Table 1, ...
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Reach vs. Frequency
Reach and frequency are terms generally used when planning advertising campaigns. However, the concept of reach and frequency applies to any promotional activity you undertake: direct mail, direct selling, and even networking. Reach is the number of people you touch with your marketing message or the number of people that are exposed to your message. Frequency is the number of times you touch each person with your message. In a world of unlimited resources you would obviously maximize both reach and frequency. However, since most of us live in the world of limited resources ...
What are the best ways you reach consumers in large cities? Are ...
With our on-the-go, yet "plugged-in" lifestyles, today's promotional and advertising mediums are different than yesterday's. I'm interested in learning about the best ways to reach consumers in top U.S. DMAs. Does TV still provide the best reach and frequency results? What are other mediums (think: train stations, bus bench backs, cabs, toilet stalls, etc.) that aren't necessarily connected with modern technology that still work? Our target audience is wide (state residents, 18+), which obviously makes it difficult. Some specific segments within the broad audience are moms and "Early Adopters" (influential, ...