This is the first of a two-part series covering campaign reach, frequency and sales impact. It was written by Bill Harvey and MediaVillage guest contributors Gian Fulgoni and Andrew Lipsman.
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Bill Harvey, a columnist at MediaVillage ("In Terms of ROI"), has spent more than 35 years leading the way in media research with pioneer thinking in new media, set-top box data, optimizers, measurement standards, privacy standards, the ARF Model; … read more