Question

Why might reach and frequency be inappropriate when developing media plans today? 

   Why might reach and frequency be inappropriate when developing media plans today?
Marketing Communications: Brands, Experiences And Participation
Marketing Communications: Brands, Experiences And Participation
Chris Fill 6th Edition
Chapter 24, Problem 7 ↓

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Reach refers to the number of unique individuals exposed to a media message, while frequency indicates how often those individuals are exposed to that message over a specific period.  Show more…

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Why might reach and frequency be inappropriate when developing media plans today?
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