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SITTING ON THE SHELF
If we think about what the Recency model says, the real advertising target isn't consumers, it's their purchases. And In-Store advertising is obviously the most cost-effective way to reach those purchases. In-Store is an on-the-spot Recency medium.
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WHERE THE RUBBER MEETS THE SKY
Project Apollo Promises a New Look at Media
I remember being at a new business meeting where Carl Ally, Detroit adman by training, expressed the creative agency’s suspicion of media science. "And now let’s look at the research." He said as he winked knowingly at the dealer group seated around the table, “That’s where the Rubber meets the sky.”
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RECENCY PLANNING
It's not about Reach or Frequency. It's About How Ads Work in Mature Consumer Markets.
Advertising in the US has a persistent dark Side. Our most celebrated slogan is "half my dollars are wasted." Only the twist "but, I don’t know which half," dulls the edge and lets us smile, because It
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THE SHELF SPACE MODEL OF ADVERTISING
Advertising Needs to be Present, Because Not Being There With A Message Is Like Being “Off the Shelf.”
Henny Youngman said it. "I've got enough money to last me rest of my life, provided I die at three o'clock." That joke is the agency's nightmare.
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WHAT IS RECENCY?
It’s an Idea That Says Media Planning’s Job Is to Intercept the Next Purchase With a Brand Message.
Recency isn’t about radio or television or reach and frequency. It’s the simple idea that advertising influences the brand-choice of consumers who are in the market for the product. It’s about how we
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LEARNED ANY ADS LATELY?
Surprise! People Don’t Learn Advertising. It's Their Needs Not Repetition That Gets Consumers to Respond.
Hal Miller, the legendary media director at Grey and later SSC&B, used to talk about media's "Law of the Strawberry Jam: The further you spread it, the thinner it gets."
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A FREQUENCY OF THREE
How a marketing researcher at General Electric named Herb Krugman Gave the TV Networks Something Better Than Money: The Gospel of Effective Frequency.
Years before General Electric thought of buying NBC, a tall, courtly GE researcher named Herbert Krugman gave the networks a gift better than money. Herb had a theory that said, "heavier TV weight
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