There are no absolutes in media planning

Peter Gallucci

Argues against the proposition of `recency' as put forward by Erwin Ephron and John Philip Jones (in How Ads Work, 1995), based on the idea that planning for OTS above one per week is wasteful, because 1 OTS accounts for most of the short-term effect.

There are no absolutes in media planning

A challenge to the currently fashionable view that effective frequency is provided by a single exposure

Peter Gallucci

In his article 'Recency Planning'1 and at the ARF/ESOMAR Worldwide Audience Research Symposium in San Francisco last year, Erwin Ephron presented recency planning as a new phenomenon. He also claimed that recency planning now supersedes effective frequency.

Recency planning is not a new phenomenon. It may not have had a name ten years ago, but the principle behind it has always been a media planning variable. Recency is a by-product of effective frequency...

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