There is some uncertainty over the roots of the effective reach and frequency concept. However, there is no question regarding the enormous popularity it has achieved as an approach to media planning.

High frequency content, it's not just the fundamental The trend towards smaller DC-DC converter footprint is driving the industry to ever higher switching frequencies. To understand the impact of high ...

Given the rise of advanced 5G-enabled smartphones, which use a wider variety of wireless spectrum and frequency bands than in prior generations of networks, RF content per phone has grown ...

The two blend at the corner frequency, adding randomly to make a 3dB increase. Amplifier noise is summed over a bandwidth f1 to f2 by integrating the 1/f and flat noise separately over the bandwidth, ...

Turk (1988) attributes the concept of 'effective reach', or 'effective frequency', to Alvin Achenbaum's (1977) notion of 'effective exposure'. Sissors and Bumba (1993) trace the concept back even ...