Lately, we’ve been thinking about media planning point(s) of view on the appropriateness of different types of media planning approaches – in particular reach vs. frequency. Don’t ask us why. We’re just curious that way.

And what we found were differing opinions. Big surprise in the advertising industry.

Still, we thought we’d share some of the articles with you.

Because who couldn’t use a little light reading?

January 13, 2009 from Media Realism Blog
TV Reach & Frequency–Obsolete?

October 8, 2008 from David L. Smith & MediaPost
Web Video GRPs: Not All Are Equal

September 16, 2008 from Josh Chasin & MediaPost
Valuation And Evaluation

July 2, 2008 from Judah Phillips & MediaPost
Performance, Performance, Performance

June 17, 2008 from Josh Chasin & Media Post
Reach, Frequency Help Online GRPs

June 17, 2008 from David L. Smith & Media Post
Should The Web Have GRPs?

April 26, 2008 from Broadcasting & Cable
Measuring Engagement
Audience Metric Exerts Increasing Influence on Ad Spending