Untangling the Confusion of TV Scheduling Theories. Maybe Once is not Always Enough

Complex theories of how advertising works in terms of response, repetition and decay have been merged and confused with the audience-delivery-based media planning concepts of reach and frequency.

Untangling the Confusion of TV Scheduling Theories. Maybe Once is Not Always Enough?

Jayne Zenaty Spittler, Leo Burnett Co., Inc., US.

'Reach-based planning' has become a buzzword in media planning circles, spurred on by the work of John Philip Jones (1995) and the writings of Erwin Ephron (1995), as well as the worldwide AOR requirements of multi-national clients like P&G. 'Once is enough' and 'recency or propinquity' have moved media planners and buyers from flighted schedules and GRP thresholds based on the effective frequency theories of the past three decades (McDonald 1995) to continuous schedules that attempt...

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