Media planning: Recency planning, theory

 

Establishing how much marketers need to advertise is integral to any campaign, both in setting budgets and achieving the desired results of brand communications. It is complicated by the need to work ...

In this instalment of ‘Best Practice’ Colin McDonald examines the issue of reach (or cover) and frequency of advertising exposure. He reviews the many theories and styles of scientific media planning ...

In this article on frequency and recency the authors review papers on the subject from the middle 1990s to 2001. They describe a research tool entitled the Frequency Thermometer, the principle of whic ...

Erwin Ephron and Melissa Heath of Kantar Media Research argue that whilst repetition is essential to effective advertising there is a bigger issue to be addressed; that is what is the best way for a b ...

This paper argues that whilst repetition is essential to effective advertising there is a bigger issue to be addressed; that is what is the best way for a brand to spend available money? The starting ...

A criticism of recency planning on the grounds that it is an oversimplified model. Learning curves (response functions) change over time: how memories are formed in the learning process is well unders ...

Scheduling is a lot like farming. It starts with a bag full of exposures and sows them across a target population, in a pattern that, hopefully, will grow the most sales. The best scheduling accompl ...

Argues the case for the validity and importance of mass marketing, supported by reach advertising, as opposed to individual `relationship' marketing. Mass marketing ensures that brands are widely know ...

Debate between proponents of alternative views on TV scheduling. Simon Broadbent champions adstock and situation specific modelling; Erwin Ephron focuses on a simple recency model of short-term effect ...

Argues that print media, especially magazines, should be taken more seriously by media planners. Print is both under-used and badly used as a message delivery system, because of outdated traditional a ...

An expert review of the debates surrounding `effective frequency'. The history of this question is covered noting the various highlights (McDonald, Krugman, Naples, Jones, Ephron), and the swing of op ...

Recency planning is an approach based on certain beliefs about how advertising works: that it is a relatively weak force, that its main function is to reinforce and remind, and that it works best by e ...

Advertising needs continuity, because not being there with a message is like being 'out-of-stock.' Starting with that simple thought this paper reexamines effective frequency theory in the light of ne ...