This book is based on state-of-the-art research, including pure single-source research, consumer panel research, a predictive technique to pre-test television commercials, econometric evaluation, and studies of market and brand aggregates. Although the data in the book is based on sound samples and proven measurement techniques, they are explained with the simplest mathematics and the clearest prose.

Keeping the Brand in the Window

Keeping the Brand in the Window

Keeping the brand in the window

Erwin Ephron, a New York media consultant who combines a researcher's understanding of principles and underlying causes with pragmatic knowledge derived from a lifetime of practical experience of media planning and buying for major brands, once used this striking metaphor: “Visualize a window of advertising opportunity in front of each purchase. Advertising's job is to influence that purchase. Recency planning's job is to place the message in that window.”1

This chapter is devoted to the concept of recency, which embraces two factors: continuity and propinquity. Continuity means planning the advertising to appear “in the window” for as many weeks over the course of a year as the budget will permit. Propinquity means ensuring that the ...

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