Erwin Ephron on Advertising Frequency/ The Role of Frequency in Media Planning

This summary from the Advertising Research Foundation offers an overview of Erwin Ephron's point of view on advertising frequency and the role of frequency in media planning.

Erwin Ephron on Advertising Frequency/The Role of Frequency in Media Planning

Stephen D. Rappaport


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:


Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands