The effect of recency of ad exposure on purchasing across categories and media
Erica Riebe, Carl Driesener and Virginia BealEhrenberg-Bass Institute for Marketing Science, Australia
INTRODUCTION
The best time to reach a potential buyer of your product with your brand's advertising is immediately before they make their choice. There is a wide literature advising the media planner to do just that (see for example, Jones 1995; Ephron 1997). While the theory of recency planning is well known, practitioners mostly still plan schedules that do not follow the principles of this theory (Paech 2005). These other...