TITLE

Empirical research can determine most effective advertising frequency

PUB. DATE
September 1981
SOURCE
Marketing News;9/18/1981, Vol. 15 Issue 6, Special section p6
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Discusses the advantages of conducting empirical research to determine the optimum number of advertising exposures for brands, according to Michael J. Naples, president of the Advertising Research Foundation. Principles to be followed in analyzing advertising frequency; Comparison between Gross Rating Points and Effective Rating Points in evaluating advertising levels; Limitations of one exposure to an advertisement.
ACCESSION #
18760971

 

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