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Research papers

The effect of recency of ad exposure on purchasing across categories and media

The best time to reach a potential buyer of your product with your brand's advertising is immediately before they make their choice. There is a wide literature advising the media planner to do just that. While the theory of recency planning is well...

Catalogue: WM3- Worldwide Multi Media Measurement 2008
Authors: Virginia Beal, Erica Riebe, Carl Driesener
June 1, 2008
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Citation

Beal, Riebe and Driesener (2008a, June 01). The effect of recency of ad exposure on purchasing across categories and media. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/the-effect-of-recency-of-ad-exposure-on-purchasing-across-categories-and-media