媒体策略的基本考虑有三方面的内容:广告对象、广告次数和广告时间。这三者转化到媒体指标上,即是到达率(Reach)、暴露频次(Frequency)以及持续性(Continuity)的确定。在固定媒体预算条件下,这三个变数如有一个增加即会迫使其他的减少。有些学者提出,暴露频次最能左右广告效果,建议媒体计划应以 The basic considerations of a media strategy are three-fold: the audience, the number of ads, and the time of the ad. The three are translated into media metrics, namely, the Reach, the Frequency and the Continuity. With a fixed media budget, any increase in these three variables will force other reductions. Some scholars have suggested that the frequency of exposure is the most influential advertising effect, suggesting that the media plan should be