More Weeks, Less Weight: The Shelf-Space Model of Advertising
Erwin Ephron
Henny Youngman said it. 'I've got enough money to last me the rest of my life, provided I die at three o'clock.' That joke is the advertiser's nightmare. There's never enough money for a full year of advertising at effective weight-levels, so we make do. We use more 15s, buy cheaper TV, and run fewer and fewer weeks, driven by our belief in 'effective frequency,' the idea that it's the concentration of advertising that makes consumers buy.
Yet despite billions of advertising dollars and years of brand experience, the...