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December 21, 2004
Improving reach and frequency w/online
A fellow student dug an article up - authored by DoubleClick - that basically says how online media helps with reach of a campaign. It was kinda self-serving, but raises a good point.
The internet must be addressed in any campaign. The article gave a good amount of information on reach/frequency statistics.
It's dated (3/03) but still relevant.
The key I guess is that just like in print, you need spend that has wide reach (horizontal)and strong specificss ones (vertical)
Here is the article:
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Posted by pgraber at December 21, 2004 06:15 PM