To gain the greatest ROI it pays to maximise short-term reach while minimising duplication.

4 emma ( Enhanced Multimedia Australia) / 12 months to August 2014
Chapter 2

The starting point for reach planning is to aim to maximise weekly 1+ reach, while boosting 2+ reach as little as possible – that is, reach as many potential buyers as possible once in the same week. But there is a problem. A short-term campaign is...

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