Recency in Media Planning—Re-Defined

Walter Reichel · Leslie Wood

17 citations0/0 files storedJournal of Advertising Research

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Market Behavior and Pricing

Abstract

Recency tells us that an ad exposure has more sales potency when it occurs close to purchase occasion. The database that gave rise to recency also shows that time frame and frequency of exposure operate together to determine a given marketplace outcome. To do justice to these dynamics when developing the most effective media plans, it is necessary to use a sophisticated modeling solution. This is contrasted with a reductive approach which attempts to apply a simple formula solution. This paper compares the media planning approaches of Erwin Ephron, John Philip Jones and A-to-S Link’s Adlmpact Model in addressing recency.

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References

1995More Weeks, Less Weight: The Shelf-Space Model of Advertising

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2010Bridging the gap between time and space: Examining the impact of commercial length and frequency on advertising effectiveness 2012How Much Is Too Much?2015Toward an Understanding of Causality Between Advertising and Sales: New Evidence from a Multivariate Cointegrated System 2004Interference Effects of a Purchase on Subsequent Advertising within the Category 2012Effective frequency estimates in local media planning practice

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