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"McDonald has admirably summarized a great deal of new information and brought a much clearer perspective and a sharper degree of understanding of the underlying assumptions regarding effective frequency and how we as practitioners should view this information today." -- Michael J. Naples President Advertising Research Foundation "McDonald's updating of this classic is itself a 'classic.' It's very informative, providing good understanding of important media concepts. -- Mario Abate Director of Market Research Warner-Lambert Company "During the past several years, when media increases were flat to low single digits, the question of reach and frequency was either ignored or occupied the bottom rung on the priority lists of most advertisers. Not anymore. With advertisers facing exploding rate increases in broadcast media and the cost of newsprint rapidly rising, the time is right to revisit the old question of "How much advertising is enough?" Colin McDonald's updated book covers all the bases and should be considered required reading for media planners and advertisers." -- Michael Neavill Media and Production Services Director AT&T