RE: Frequency or reach?

From: Jim Meskauskas <jimm_at_Mediasmithinc.com>
Date: Fri 13 Apr 2001 10:34:00 -0600

DAVID MCGEEHAN <dmcgeehan_at_r-effects.com. WROTE:

>What are the issues to consider when determining whether to focus
> on frequency or reach in an online marketing campaign?

Truth of the matter is, there isn't a really good way
of determining either at this moment. You have to
calculate reach long-hand like you would for unaudited
print. As for frequency, it is impossible to
determine what it would be unless you specifically
controlled for frequency through the use of the
adserver being deployed.

Jim Meskauskas



Received on Fri Apr 13 2001 - 11:34:00 CDT