Beyond Effective Frequency Evaluating media schedules using frequency value planning
本文指出有效频次规划（EFP）虽被广泛使用但存在严重缺陷，提出频次价值规划（FVP）作为替代方案，并提供了估计广告反应曲线等关键输入的实际方法，帮助媒体规划者评估不同排期的效率和预算成本效益。
<h3>ABSTRACT</h3> Following the development of computer models for estimating frequency distributions, media planners have searched for a simple method of utilizing distributional information in media planning. The most popular is effective frequency planning (EFP). However, recent research has challenged the value of the EFP approach. Indeed, EFP presents and enormous paradox. On one hand, it is widely used by media planners. On the other hand, it appears to be severely flawed as a method. This paper discusses possible reasons for the paradox, suggesting that, for all its flaws, EFP addresses the need for a practical, and relatively simple, method for utilizing frequency distribution data. The paper offers frequency value planning (FVP) as an alternative solution. While the basic concept has been well known for many years, it has never received broad industry acceptance. This paper provides a practical method for implementing the FVP approach, discussing methods for estimating the advertising response curve and other key inputs. It provides metrics for both evaluating the efficiency of alternative media schedules and for determining the cost effectiveness of alternative budgets.