search query: @author Reichel, W. / total: 1
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| Author: | Reichel, W. Wood, L. |
| Title: | Recency in media planning - re-defined |
| Journal: | Journal of Advertising Research
1997 : JUL-AUG, VOL. 37:4, p. 66-74 |
| Index terms: | SALES EFFECTIVENESS PURCHASING MEDIA RESEARCH PLANNING |
| Language: | eng |
| Abstract: | In redefining recency, the paper has affirmed again the critical importance played by timing in determining the sales efficacy of an ad exposure. Also other considerations play a critical role as well and must be taken into account when recency is applied in media planning. Frequency can play an important role in reinforcing the message and in spreading exposures over time. Also the carry-over sales effect of an exposure from one week to another can provide message reinforcement as well as enhanced coverage of purchase occasions and thus mitigate the effect of hiatuses. |
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