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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 27, 2024, from


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


Research papers

We'll be right back. Honest

Holding attention during television ad breaks is becoming increasingly challenging. Based on research showing that longer breaks tend to be less effective than shorter ones, the presenters took this principle to the next level:How effective would a...

Catalogue: WM3 2007
Authors: Brian Rock, Virginia Beal
June 3, 2007
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Citation

Rock and Beal (2007a, June 03). We'll be right back. Honest. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/we-ll-be-right-back-honest