Recency Planning

This 1997 article explains the concept of 'recency' planning, the idea that most advertising works by influencing the brand choice of consumers.

Recency Planning

Erwin Ephron

Recency planning is based on the sensible idea that most advertising works by influencing the brand choice of consumers who are ready to buy.1This idea is called 'recency.' In a remarkably short time - about three years - recency...

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