Erwin Ephron on Advertising Frequency/The Role of Frequency in Media Planning
Stephen D. Rappaport
ERWIN EPHRON'S POINT OF VIEW
Up through the mid-1990s, it was believed that multiple exposures were necessary for advertising to be effective. Since then the body of evidence on advertising frequency showed that a single exposure had more impact on brand share than multiple advertising exposures did. Erwin Ephron, an authority on media planning, created "recency planning," today a standard method, to accommodate that new fact. Ephron's thinking today now reconsiders frequency. Here is his latest thought on the subject: