Media Planning: Recency planning
Erwin Ephron, of Ephron, Papazian & Ephron Inc., discusses commonsense media planning, at the heart of the recency approach
Erwin Ephron
Want to fluster an advertising agency? Just ask 'How does advertising work?'. It's like asking a platoon of Green Berets to stop shooting and consider the meaning of life. But it is a good question. Why should clients spend money if agencies don't have a sensible theory about how to spend it? And how can advertising people feel good about what we do, if we have no conviction about why we are doing it? Media...