Recency in Media Planning—Re-Defined
本文重新审视媒体策划中的近因效应，指出广告曝光在接近购买时机时销售效果更强，并比较了三种媒体策划方法如何应对这一动态。
Recency tells us that an ad exposure has more sales potency when it occurs close to purchase occasion. The database that gave rise to recency also shows that time frame and frequency of exposure operate together to determine a given marketplace outcome. To do justice to these dynamics when developing the most effective media plans, it is necessary to use a sophisticated modeling solution. This is contrasted with a reductive approach which attempts to apply a simple formula solution. This paper compares the media planning approaches of Erwin Ephron, John Philip Jones and A-to-S Link’s Adlmpact Model in addressing recency.