| 摘要 |
<p>The reach and readership contact frequency are determined for a set of advertising media vehicles (m) with a specific number of advertisements (nm) per medium. Firstly a subset of survey respondents for each vehicle are selected. The resulting response database is then filtered. Beta distributions are used to build an array containing the probabilities of being exposed to i out of nm advertisements; the beta distribution parameters being a function of the regularity of exposure of a survey respondent to a media vehicle. The array of probabilities is then combined with survey data on media usage by the respondents to determine a joint frequency distribution of opportunities to see an advertisement, distribution parameters, reach and average contact frequency.</p> |
