A new look at Recency planning.
Planning for new product introductions.
Media scheduling and carry-over effects (Adstocks).
Using response function analysis in frequency planning.
Countering fragmentation's effect on reach.
The sum of weekly reaches as a primary measure of schedule value.
Summing up: A simple, rationale approach to advertising scheduling.
III. THE WHY'S AND HOW'S OF MEDIA MIX
The OTS problem: Developing comparable cross-media measures of ad exposure. The CPM target model. The value of APX in print planning.
The media-weighting problem. Using attentiveness, involvement and message receptivity as media-specific values.
Media-mix and campaign effectiveness: What ROI (return on investment) modeling tells us about mixing-media.
Using modeling to find the price-elasticity crossover points of media effects.
Cross-Platform and media synergies. Is the sum worth more than the parts?
Summing up: A simple, rational approach to media-mix planning.