Once may not be enough, but it's the best we can do

Erwin Ephron and Melissa Heath of Kantar Media Research argue that whilst repetition is essential to effective advertising there is a bigger issue to be addressed; that is what is the best way for a brand to spend available money? The starting point for most media planning in the U.S.

Once May Not Be Enough, But It's the Best We Can Do

Erwin Ephron, Ephron Papazian & Ephron, and Melissa Heath, Kantar Media Research, argue that media planners have fewer scheduling options than they think

Let us begin by burying the straw-man arguments...