The effect of recency of ad exposure on purchasing across categories and media

The best time to reach a potential buyer with advertising is immediately before they make their choice.

The effect of recency of ad exposure on purchasing across categories and media

Erica Riebe, Carl Driesener and Virginia BealEhrenberg-Bass Institute for Marketing Science, Australia

INTRODUCTION

The best time to reach a potential buyer of your product with your brand's advertising is immediately before they make their choice. There is a wide literature advising the media planner to do just that (see for example, Jones 1995; Ephron 1997). While the theory of recency planning is well known, practitioners mostly still plan schedules that do not follow the principles of this theory (Paech 2005). These other...

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