Importancia de la distribución de frecuencias de contacto en planificación de medios
- 1 Universidade de Vigo.España
ISSN: 1576-3420
Year of publication: 2017
Issue: 43
Pages: 99-114
Type: Article
More publications in: Revista de Comunicación de la SEECI
Abstract
GRPs, Coverage and OTS are three key concepts present in any media planning. They represent the unit of measure in the advertising market, the benchmark that allows determining the extent to which the objectives set out in a media planning have been met. It would be highly recommended to join these indicators with a distribution of contact frequencies that allows us to know in greater depth the reality of the results obtained. Through the dissection of the results obtained by a frequency distribution, this article reviews the importance and usefulness of this simple statistical grouping of data.
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