Recency Reaching consumers at the right time is the most crucial element in advertising.

Recency Erwin Ephron Ephron, Papazian, & Ephron “The consumer who is ready to buy will be most effected by the message.”

Recency The closer to the point of sale the consumer is exposed, the more receptive he/she will be to the message -- which will be perceived as a welcome part of the buying process.

Recency Exposure to a single message can influence the consumer who is ready to purchase.

Recency “You don’t have to teach them about consumables any more … they know them and buy when the box is empty or the product wears out or breaks. The primary role of advertising is to influence the brands they select.

Recency Walter Reichel -- A to S Link Service “A single exposure in close proximity to the purchase occasion exerts a powerful stimulus on sales.”

Recency Walter Reichel -- A to S Link Service “When the exposure occurs is crucial. Our findings consistently confirm that timing -- how close an exposure occurs to a purchase occasion -- powerfully determines the motivating force on an ad.”

Radio Gets the Last Word Heavy Discount Store Shoppers Source: Media Targeting 2000

Radio Gets the Last Word Heavy Grocery Buyers Source: Media Targeting 2000

Recency Since we don’t know which consumers are ready to purchase, the media goal is to reach as many different consumers as possible as consistently as possible.

Frequency to break through clutter Recency to influence the purchase Recency vs Frequency ?

Recency “Today the real target isn’t consumers, it’s their purchases. And since these occur 52 weeks a year, the sensible way to intercept them is with continuous advertising.”

Recency John Philip Jones, Author When Ads Work: New Proof That Advertising Triggers Sales “A single exposure close to the purchase can trigger a response... this is usually not the first exposure, but the most recent in a series of exposures… effective because it influences a consumer who is predisposed to buy at that time.”

Recency Colin McDonald -- McDonald Research It looks as though maintained continuity is more important that short, heavyweight bursts.

Recency “Recency planning does not eliminate frequency. Frequency is the sum of exposure across multiple weeks. Brand building is not ignored, it is enhanced through more continuous advertising.”

Recency “There is a recency window …between decide and buy” “Advertising’s job is to influence the purchase.” “Media’s job is to put the message in the window !”

The Radio Advertising Bureau Mike Mahone, Executive VP / Services