Recency in Media Planning - Re-Defined

Recency tells us that an ad exposure has more sales potency when it occurs close to purchase occasion.

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,...

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