Media Planning: Recency planning

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 ensuring, as far as possible, a continuous presence for the brand to back up the real purchase triggers, influencing the moments when consumers are ready to buy.

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...

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