RECENCY IN MEDIA PLANNING - RE-DEFINED

Recency tells us that an ad exposure has more sales potency when it oc curs close to purchase occasion. The database that gave rise to recenc y also shows that time frame and frequency of exposure operate togethe r to determine a given marketplace outcome. To do justice to these dyn amics when developing the most effective media plans, it is necessary to use a sophisticated modeling solution. This is contrasted with a re ductive approach which attempts to apply a simple formula solution. Th is paper compares the media planning approaches of Erwin Ephron, John Philip Jones and A-to-S Link's AdImpact Model in addressing recency.