QUALITATIVE RESEARCH AMONG EXPERTS REGARDING THE FREQUENCY OF EXPOSURE

Abstract

In order to identify the differences between the theoretical approach related with the processes of media planning and the practical approach of experts from this field, a qualitative research has been done among experts. Besides that, the main purpose of this article is to determine the purpose and methods used by experts in order to establish the level of the effective frequency of exposure. There are several theoretical approaches related with this concept and many models have been carried out by theoreticians from this filed, but it's very important to find out how things are really going in practice: do the practitioners consider the frequency of exposure an important media objective and if so, what is their method for establishing the level of frequency of exposure for a particular media campaign? This subject and many others have been addressed to experts in this qualitative research.

Keywords

• Media
• Media planning
• Frequency of exposure
• Media strategy
• Media objectives