How Media Directors View Reach/Frequency Estimation: Now and a Decade Ago
调查美国前200大广告公司的媒体总监，了解他们对当前触达/频次估算方法的看法，并与十年前及日本、台湾的研究对比，发现方法虽有改进但准确性担忧增加。
How do media directors of the Top 200 largest advertising agencies in the United States view the current state of reach/frequency estimation methods available to them? This question was addressed by a survey of a sample of these directors. The findings are compared with a similar study conducted 10 years previously as well as to similar studies recently conducted in Japan and Taiwan. Results show that, although media directors see some improvement in methods and these methods used have changed somewhat as compared to 10 years earlier, there is increasing concern regarding the accuracy and usefulness of the models currently in use.