Abstract:

Ehrenberg and Jones argue convincingly that advertising effects are weak, yet the Jones single-source analysis finds a single exposure can strongly influence which brand is purchased. This seeming conflict is resolved by "recency," the idea that advertising messages sway the relatively few consumers who are ready to buy. The recency model, which advises more weeks at less weight, is gaining acceptance in the US for packaged goods planning, but concerns have been raised about its broader application. This paper looks at those concerns and shows why recency planning also makes sense for considered purchase products.