Recency in Media Planning Re-Defined
Walter Reichel and Leslie Wood
'One exposure is enough'? Who said that ... what does it mean?
It is hard to track down the exact source of this formulation or its precise meaning. You may recognize it, however, as do we. It seems to be in the air these days as one of the new 'rules of thumb' associated with the recency philosophy of media planning. One exposure ... when? Everyfour weeks ... every week ... or what?
Merely as a practical media matter,...