AMIC's Media Guru

 

Media Guru

Guru Search Results: 38 matches were found


Thursday, July 01, 2004 #6523

Hello Guru. What do you thing about recency planning for a telecom image campaign? Best regards.

 

The Media Guru Answers(Friday, July 02, 2004 ):

recency is a about being the most recent message received when a purchase (or other decision) will be made. It would be less relevant for a pure image campaign.


Saturday, January 10, 2004 #6336

Dear Guru: One of the cornerstones of recency is the idea that advertising works in a short period (up to 7 days). At the same time in his writings by Mr. Ephron always mentions 4-week reach and 13-week reach. Can you explain the reason for that. Thanks, R.

 

The Media Guru Answers(Saturday, January 10, 2004 ):

More important in recency is that the most recently seen ad is most effective.

4 week and 13 week reach are long-time industry standards, greatly predating recency theory. They are based on being able to combine media types in a common period of time and relate first, to the monthly cycle of many magazines, which were a much more dominant medium 60 or more yars ago, and second, to the common, quarterly (i.e. 13 week) planning / budgeting cycle.


Monday, December 23, 2002 #5704

Where can i find articles on recency planning??? Thanks, JR

 

The Media Guru Answers(Monday, December 23, 2002 ):

1. Go to the Guru Archives Search Engine. Use "recency" as your search term.

2. See our Ephron on Media area.

3. See Steve Fajen's Essays area of AMIC's MediaDirectorsInc section, where several pieces about recency and planning are available.


Monday, December 16, 2002 #5685

Dear Mr. Guru: What are the most recent mediaplanning theories that have had any significant effect (e.g., effective frequency vs. recency)? Thanks, R.

 

The Media Guru Answers(Thursday, December 19, 2002 ):

Others are

  • treating on-line media in the same way (applying the same standards) as traditional media,
  • incorporating minority segments, and
  • optimization across media types.


Wednesday, November 27, 2002 #5648

Does it make a difference for recency planning if the research method used in the schedule evaluation software is based on Diary or People Meter?

 

The Media Guru Answers(Sunday, December 01, 2002 ):

Guru says 'No.' Click here to see Guru discussion of recency


Sunday, November 24, 2002 #5640

for the recency planning we need to set a certain Reach level per week. Are we going to use the same week programs selected over the whole year or are we going to have alternative programs each week with the same Reach result??? The target Reach that we set for the recency planning is it by TV station or a mix of TV stations??? are we going to use different TV station each week??? Thank you...

 

The Media Guru Answers(Monday, November 25, 2002 ):

recency theorists would use 30 as a minimum base weekly reach. There is nothing specific about which schedule to use. It's about total schedule. It seems logical to extend cume reach by varying programming week-to-week. In this way your 30 weekly reach will grow to 90+ over time. Repeating the exact schedule every week will yeild a very low cume. The essential idea behind recency is that purchasers are in the market all the time, even though only a portion of the target is purchasers. With a w18-49 target, for example, you don't know what portion of your 30 reach overlaps the purchase prospect in any given week.


Saturday, November 23, 2002 #5639

What are the pros & the cons of recency planning???

 

The Media Guru Answers(Saturday, November 23, 2002 ):


Friday, February 15, 2002 #5088

Dear Guru: i am media planner in Colombia and I´m trying to convince a client (femenine protection) to use recency planning, but i have some doubts, i wonder if my brand have many products (8) that use the same brand name i can plan recency for the whole brand? i mean, the trp´s i use for each product can i cummulate them assumming is for the general brand? I have a very good budget, i have 19.000 trp´s for the whole brand, and is enough to be the entire year. 2. Do you know some case study about a brand in femenine protection that has used recency?

 

The Media Guru Answers(Friday, February 15, 2002 ):

With 19,000 GRP ( 365 per week), the Guru doesn't think recency will be a brand issue.

There is a judgment to make outside of media issues regarding whether the relationships between the various products form haloes around one another or if their messages are so different that they need separate communication goals.

If the products were entirely complementary, for instance, napkins, belts, panty liners, douche and deodorant, then they could be considered complementary. If they are more competitive, e.g. tampons vs pads, or have very different targets, e.g. teens versus women 50+, then the rub-off is less valid.


Tuesday, October 09, 2001 #4763

What's your opinion on recency planning (Low weekly GRP levels) in a market with no People Meter data only diary data (1 week survey twice a year). Having in mind that Diary data usually overestimates TV ratings. Are 80 to 100 Weekly TV GRP to low in Diary data market?

 

The Media Guru Answers(Tuesday, October 09, 2001 ):

recency is about maintaining minimal continuous reach levels, not 'low GRP levels'. 30 is about right for weekly reach. If you have a reach model keyed to diary measurement, that's your guide.


Tuesday, September 25, 2001 #4735

All about CUME reach. What about the recency & net duplication planning?

 

The Media Guru Answers(Thursday, September 27, 2001 ):

Cume is about longer term, recency is about a week at a time.

Click here to see past Guru responses about cume and recency .


Monday, April 30, 2001 #4348

Have a client that questioned the use of recency planning for a packaged goods product launch in spot market television. I've read all questions/answers from 2000 in the archives and found it curious that no one questioned the fact that the levels used for standard recency planning of 60-80 TRPs per week refer to MEDIUM EXPOSURE not ADVERTISING EXPOSURE. Considering that probably only 40% of the commercial message will even register, aren't these levels low (clutter factor), even if they are spread across multiple weeks (in this case 9)?

 

The Media Guru Answers(Tuesday, May 01, 2001 ):

A: Medium exposure is the readily available planning metric.

B: recency has been keyed to measured results from media exposure levels.

C: The media exposure levels referenced in recency are -- and this is important -- REACH, not GRP. The reach threshhold is thought to be about 30 - 35, which might tie to various GRP levels, depending on media mix.

D: If best sales success is tied to sustained reach minima of 35, then that is the metric to connect with. The fact that the less readily available ad exposure or attentiveness-weighted GRPs are some other number is an artifact of the process, not a contradiction to the theory.


Monday, December 04, 2000 #4013

Dear Media Guru, I've read all articles about recency planning written by E.Ephrone and i still have a question - can You say for what product categories or marketing goals(like product launch)it is better to use recency or effective frequency planning strategy?

 

The Media Guru Answers(Wednesday, December 06, 2000 ):

recency is based on the idea that the advertising exposure closest to the time of purchase is most effective. Therefore, when products are purchased continuously across time, continuous advertising gives the best chance of exposure to a consumer clost to the time of a purchase.

At times when other issues than maximizing sales over time are dominant, scuh as short term promotions or building awareness of a new product, other scheduling is more appropriate


Wednesday, November 15, 2000 #3972

I'm a newcomer to the site and I very much enjoy your bright responses. Re recency, you write >a core concept of recency is that once the third exposure is delivered, all additonal exposures are at 3+.< That concept belongs to Herb Krugman, ("Why Three Exposures May Be Enough.")whose work was misread as supporting effective frequency. The corresponding core concept of recency is a single exposure within a short planning interval is most cost-effective. These results in moderate TRP's and more weeks of advertising. When heavier weight is called for (i.e., new product introductions), instead of accepting random frequency, recency shortens the planning interval and maintains a solus reach goal. Planning for continuous reach produces a better distribution of frequency. My apology for this somewhat truncated explanation. I can provide greater detail if you'd like. Erwin

 

The Media Guru Answers(Thursday, November 16, 2000 ):

Erwin;

As the leading industry writer on the topic, your comments are greatly appreciated, and you'll have to excuse the Guru for using your own writings in his reply.

Maybe "seminal" concept would be a better term than "core" concept when the Guru cites this Krugman principal, since it is more part of the evolution than structure of recency.

Perhaps connecting the concepts himself, but gathering them from your own articles, such as Learned Any Ads Lately?, the Guru sees the concept that all additional exposure are at 3+, as part of the underpinnings of recency. Because this idea gets us past the effective frequency issue, the -- superior, in the Guru's opinion -- recency theory surmounts objections from the effective frequency camp.


Tuesday, November 07, 2000 #3947

What are your thoughts on the use of radio as an alternative to TV in recency planning? Do you see it as a viable alternative?

 

The Media Guru Answers(Tuesday, November 07, 2000 ):

recency planning does not dictate the medium used.


Wednesday, August 02, 2000 #3666

Ref. question 3663 Thanx for answering my question. I buy slots with high eff. index when my objective is to accumulate GRP's and drill my message into my consumers mind. This is the secondary stage where after creating the initial reach i focus on accumulating greatest total number of impressions (Funnel Treatment). As for the decay factor it reflects the decrease in the recall leval when advertising is reduced or stoped. I normally use 10% decay level in IMphase(IM horizontal planning technologies) The question that i want to ask you is what is the better way of flighting. There is a 70's 3+ eff frequency model by Prof. MacDonald which says that brusting is a better flighting patteren.On the other hand there is more recent recency concept championed by Prof. JP Jones of Syracuse university of NY which says that as far as FMCG goods are concerned people are in the market every week and infect only needs one OTS to stimulate purchase.Please comment MY second question is how do you calculate Eff Frequency. Normally i use Eff frequency model where i calculate the eff frequency by applying judgement and common sence in a disciplined manner using Marketing, Advertising and competitive factors Thanx Sarwar Khan Media Manager R-Lintas Lahore,Pakistan

 

The Media Guru Answers(Sunday, August 06, 2000 ):

1. In regard to 3+ effective frequency versus recency, the Guru tends to favor recency for "Fast Moving Consumer Goods." recency is not really a contrast to the 3+ frequency theory, but an extension. As championed by Erwin Ephron, a core concept of recency is that once the third exposure is delivered, all additional exposures are at 3+.

2. Once again, there seems to be a semantic issue when you say "calculate" effective frequency. If you mean setting the frequency level to be considered effective, then your "judgment and common sence in a disciplined manner using Marketing, Advertising and competitive factors are the right approach, and the Ostrow Model will be helpful.

If instead, you mean to calculate the effective frequency delivered by your schedule, this has absolutely nothing to do with the subjective factors you have listed. A reach model determines how many persons are exposed to each discrete number of ad units in the schedule. That is if your reach is 75%, that means, explicitly, that 75% of the target has experienced one or more ad exposures. Within this, perhaps 70% of the target has been exposed to 2 or more, 66% to 3 or more, etc, up to the full number of units in the schedule. Reach models allow for expressing all of these levels. "Effective reach" mean those reached at least the minimum number of times established as effective, most typically 3.


Monday, April 10, 2000 #3381

tell me more about recency planning

 

The Media Guru Answers(Monday, April 10, 2000 ):


Thursday, January 27, 2000 #3161

Dear Guru, Am very interested in the effective frequency and recency planning debate. I would be very grateful if you could forward some articles or suggest sites where I could read about John Phillip Jones and Erwin Ephron on STAS and recency planning or Mcdonald and Naples on Effective Frequency. Any other articles/sources would be of great interest to me Thanks

 

The Media Guru Answers(Saturday, January 29, 2000 ):

AMIC's sister company, Telmar, recently celebrated its 30th anniversary with special "Anniversary Awards Papers" written by Jones (on STAS) and Ephron and posted here.

Click here to see numerous past Guru comments relating to recency and effective frequency.

The most complete collection of articles on these topics is the The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

Some would be found in the Newsweek Media Research Index.


Monday, September 27, 1999 #2830

I have read all your responses regarding recency. If you wouldn’t mind answering a few more, this is a multiple question predominantly regarding recency as a planning theory. 1) What Telemar program deals with TV R&F on a weekly basis? 2) Do the same audience accumulation formulas work for a one-week cume vs. 4wk or 52 wk? 3) When now planning an a weekly basis rather than a flighted basis are frequency guidelines or goals a consideration in the recency planning theory? 4) Has there been a clear industry swing relative to EF or recency yet? 5) A 1997 JAR article by Erwin Ephron cited some minimum target reach guidelines like 35 weekly, 65 four-week and 80 quarterly. Has there been anything more definitively determined since then (I noticed reply 2631 7/14/99 lowering the weekly reach to 30)? 6) For those espousing recency, is the trend to a 52 presence or extended flighting like 8-10 continuous weeks of each quarter? 7) On the Effective Frequency side, where the defacto goal has centered around the 3+ level, has the time frame shifted to anything other than a 4-week period?

 

The Media Guru Answers(Wednesday, September 29, 1999 ):

1) Media Maestro and TV Buyer handle TV R&F.

2) No, formulas differ for one week, 4 week, and long term. 400 GRP, spread ove differend programs might come close to exhausting the reach potential of one week's TV audience, but not if spread over 4 weeks or longer.

3) recency planning is focused on weekly reach, and incorporates the concept that every exposure after the third one is at the 3+ level.

4) Some have adopted recency, some cling to effective reach. The Guru is not aware of any polls of agencies or advertisers, but suspects that recency is still growing in acceptance, but is a minority approach.

5) The reach minima are a bit loose, and 30 vs 35 is not a major point of contention.

6) The idea of recency is that being there whenever a purchase decision is made is ideal. Flighting, when continuity is affordable and there is no major seasonality is contrary to the principle.

7) Four weeks has always been somewhat arbitrary, likley stemming from the one-time dominance of monthly magazines. But it is a convenient benchmark. A logical approach can set a level other than 3+ or other than 4 weeks, etc.


Wednesday, July 07, 1999 #2614

I do the media planning for a targeted television network, and currently, we are evaluating our spot radio buys to answer the question: "Do these need to be more dispersed (i.e., do we need to buy a deeper station list vs. hi frequency on a few, targeted stations) in line with the recency approach? Please keep in mind that we essentially have a new brand every day, as people tend to watch on a night-by-night, as well as on, an episodic basis, rather than every week by rote. I apologize, as I may have asked this question previously, but I didn't realize I should check back for the answer -- for some reason I thought the answer would come via e-mail.

 

The Media Guru Answers(Thursday, July 08, 1999 ):

recency values reach above frequency. Therefore, greater dispesion of you weight would be preferable under that theory.

But this theory is most typical for package goods, where there is less of an issue of whether or not to buy in the category. The Guru does not believe choosing whether to watch TV and what to watch on TV is strictly comparable.


Thursday, February 11, 1999 #2322

Ephron(1993)suggests that the more a planner goes for frequency on television, the less effective he will progressively be, because the extra GRPs will fall increasingly into the "black hole" of the heavy viewers' viewing times, when they already have more enough OTS. In the context of "Effectiv Frequency", do you think concentrated frequency with a low reach is usually "better" than a lower frequency with a higher reach?

 

The Media Guru Answers(Saturday, February 13, 1999 ):

In the context of effective frequency, yes, more frequency with less reach is better than less frequenct with more reach, but that isn't the point of effective frequency. Effective frequency is the concept of focusing on the reach which is delivered at enough frequency.

Effective frequency is one basis of Ephron's theories. The key point he adds in movimg to recency planning is that frequency is additive over time; once a message has passed the effective threshold, each additional exposure is with effective frequency, especially when advertising is continuous. There is no need to consider only four week


Friday, January 29, 1999 #2298

I have read many of the questions and answers relating to the subject of recency on your pages and note that you consider that recency planning is more appropriate for frequently purchased goods than more considered purchases on longer purchase cycles. Why do you deem considered purchases less appropriate for recency? It was my understanding that as long as there are purchases every week it doesn't matter at what frequency that product is purchased by the average consumer.

 

The Media Guru Answers(Thursday, February 04, 1999 ):

The issue is more one of seaonality than purchase cycle. See the Guru response of Thursday, January 14, 1999, #2261, for clarification.


Thursday, January 14, 1999 #2261

The Media Guru response of Dec. 4/98 was that "common products . . . bought recently" are best candidates for recency planning, as opposed to products involving "considered purchase," such as automobiles. Not every- body buys even "considered purchase" items on the same day, so does it not make sense to spread impressions over entire year, perhaps on basis of % sales by month? My experience in grocery packaged goods designing Test vs. Control experiments on different ways to execute "recency" supports Erwin Ephron's work. Same approach should apply to even automobiles, it seems to me -- unless someone has conducted experiments proving the contrary. Have you seen such evidence, or are you speculating. There are many myths about recency. My experience is in Canada, where I am a consultant specializing in recency.

 

The Media Guru Answers(Friday, January 15, 1999 ):

That Guru response combined readings of Erwin's published work on recency, conversations with Erwin, and some of the Guru's own thinking.

Your excerpt is inaccurate, however. The Guru referred there to "common products bought regularly."

In that response, the Guru also stated that recency does not require even levels of continuity, but that seasonal sales peaks can certainly be reflected in plan levels. This would likely fit the automotive situation.


Sunday, January 10, 1999 #2257

Dear Guru. I am a media planner in India. Need some information on latest effective frequency models. The Ostrow model as described in the Scissors and Bumba is the only one I have seen. Are there any other models developed? Also it would nice if you could pass on some info on recency planning theory.

 

The Media Guru Answers(Monday, January 11, 1999 ):

The Advertising Research Foundation library would be the best source for alternative models.

The Guru has often discussed recency. Click here to see past guru responses on recency planning


Sunday, December 20, 1998 #2227

Dear guru, i am a student of media planning and am currently pursuing my thesis on recency planning and its applicability in India. what are the sites on the net which give information on recency planning? how can i access various studies done on this subject?

 

The Media Guru Answers(Monday, December 21, 1998 ):

There is considerable information here on AMIC . Use the search function in the Media Guru archives or in the Ad Talk and Chats area, where the Mediaplanning and Awards Papers list have all discussed recency extensively.

The Advertising Research Foundation also has all the published material.


Friday, December 04, 1998 #2198

Dear Guru. Thank you for your answers - they are very helpfull to me. My question is on "recency". 1.What groups of products best fit for "recency" planning. 2."recency" planning needs continuity. But it is not evident what frequency level is needed at every moment of such continious ad campaign. It seems reasonable to set more frequency at the launch period and then decrease frequency for mantainance. Also we should take into consideration seasonality. Thus our campaign becomes pulsing but not continious. What are your comments? Thank you very much.

 

The Media Guru Answers(Friday, December 04, 1998 ):

1- recency seems to best fit common products that are bought regularly; in other words, a purchase is stimulated by running out of the current supply. This means food and HBA products, primarily. More "considered purchase" products, like automobiles, may not be a good fit.

2- Erwin Ephron, principal proponent of recency, has commented to the Guru that about 30 reach on a weekly basis is a threshold level. This might mean 50-60 GRP depending on the media used amd target.

Part of recency theory, in relation to frequency levels and effective reach, is that after three exposures have been delivered, every subsequent exposure is supported by adequate frequency. recency generally applies to brands with established awareness; when you raise the issue of product introductions, it is a different situation.

Seasonality is the principal exception to recency. There is no point in delivering the most recent ad exposure at a time when no purchase is likely. It is important to distinguish products with seasonal fluctuations, like deodorant, from products with very specific seasons, like barbecue charcoal.

Also consider that recency does not mandate even levels in its continuity. The weight can be raised above the threshold when appropriate.


Wednesday, November 04, 1998 #2122

1) Guru, Could you please explain what is meant by implementation planning ? Where does it fit into the media planning process?

This is with reference to my question on Implementation planning.

Implementation planning as I came across it was unexplained and there wasn't any context to it. I came across it in a curriculum vitae of a media planner. I haven't met this person whose CV it was and neither are there any chances of me seeing him.

I do understand, as you clarified that this may be a proprietary term, etc. but what does it mean in media jargon ? U see, I think it'd have to do with plans for implementing (on a monthly basis)a business plan made for the year and evolving buying strategies ? please do answer my query since I'm quite anxious to hear from you.

2) Also, When is the library of media plans that AMIC is to have, coming online?

3) Guru, one last question. The books that you reccomend from the AMIC-Amazon bookstore are for new or relatively new planners. what books would you reccomend for planners at a middle level ? Please, no Amazon - my searches on online bookstores have proved fruitless. can you reccomend a few titles, maybe I can scour a second hand bookshop, somewhere.

 

The Media Guru Answers(Thursday, November 05, 1998 ):

1) As the Guru commented in his private request for clarification, Implementation planning is notstandard media jargon. (many agencies develop their own terminology for proprietary processes or approaches to common tasks).

It could describe what some call "buying platform" which compiles all the considerations for choosing and negotiating media during the "implementation" of an approved plan.

Or it could mean the work flow / critical path for implementing an approved plan; an intermediary step between planning and buying.

Or it could be referring to a philosophical approach to creating a plan, like "recency planning."

2) The call for submissions to the Guru's AMIC Media Plans and Research Library is expected to be announced this week. (AMIC's media Guru is often asked where one might find a sample plan or research analysis to serve as a model for one's own project. As a service to our advertising professional members, AMIC is collecting a library of AMIC users' media plans and research analyses which can serve as models or starting points for your own projects.)

Registered AMIC users can expect to get details in their AMIC-News November e-mail. Have you picked out one of your own plans to submit?

3) Media planning texts are inherently basic. Beyond that, more advanced learning is best derived from

  • experience - learning from those with whom you work
  • trade publications and conferences - the two latest big issues in advanced planning: recency planning and buy optimization, have principally been documented in these forums, and
  • information, whether texts or otherwise, from related areas such as marketing.


Tuesday, October 06, 1998 #2073

In media jargon, what does recency planning mean?

 

The Media Guru Answers(Tuesday, October 06, 1998 ):

Most simply, it's the idea that the message heard closest to the time of purchase decision is most effective. This leads to plans that optimize continuity instead of focusing on achieving a minimum level of GRP's or minimum effective reach for some affordable number of weeks.

The Guru has addressed recency often; try searching the term in the Guru Archives Search Engine.

recency has also been a hot topic on our Mediaplanning and Award-papers e-mail discussions.


Wednesday, September 30, 1998 #2060

Do you knowof any sites where i can find articles on recency planning ? Would you be able to provide me with Mr. Erwin Ephron's E-Mail address and/or FAX number ? I have tried searching the Web but have not succeeded so far... Thanks Rahul Thappa Account planning Indian Express Newspapers, Bombay accountplanning-bmy@express2.indexp.co.in

 

The Media Guru Answers(Wednesday, September 30, 1998 ):

There has been considerable and heated recent discussion of recency on AMIC's mediaplanning e-mail discussion list. Telmar's Awards Papers discussion list, created to discuss the papers presented by Erwin, J.P. Jones and Erik Duplessis at the Telmar 30th Anniversary celebration has also discussed recency.

Both of these forums' archives and subscription links are accesible from our Ad Talk and Chats page.

The Guru does not reveal personal contact information for associates. He can tell you that Erwin's company is Ephron Papazian Ephron, in NY City.


Thursday, September 03, 1998 #2026

Both we and our client agree to the recency theory. The problem is that given the retraints of the budget, we are only able to schedule "weekly" advertising for about half the schedule while still achieving minimal weekly TRP threshold levels. Right now we are wrestling with the dilemma of how to schedule these weeks for the first half of the year while still following the principals of the recency theory: (1)12 weeks straight through then a 14-week hiatus (2)6 weeks on, 14 weeks off, 6 weeks on or (3)an alternating schedule of 4 weeks on and 4 weeks off, etc. throughout the period. Do you have any theory on what might be the best approach to maximize return?

 

The Media Guru Answers(Thursday, September 03, 1998 ):

Thinking about a "threshold level" of GRP's is instinctive, but at odds with the essence of recency theory. Review other Guru answers below about recency. Please also see a very interesting discussion of recency on our Mediaplanning e-mail list. The list archives are at Ad Talk and Chats . Why not subscribe to the list and bring your question there as well?


Monday, August 24, 1998 #2011

We are in the process of planning for a major TV client where we have been applying the recency theory for the past year. Because of the size of the budget we have been limited to around 70TRPs weekly essentially for the entire year. In Year II our client has asked us to consider temporarily abondoning the recency theory and to move dollars (and TRPs) out of the more expensive buying months (April, May) to the relatively more more inexpensive months (January, Feb)and to increase our TRP levels accordingly. Do you have any input on which strategy should/could have more effect on brand performance assuming all other factors are equal (pricing, distribution etc.)?

 

The Media Guru Answers(Monday, August 24, 1998 ):

First we have to assume that the basis of recency theory is accepted.

recency theory calls for reaching as many people as possible as close to the sale as possible. Thats's why continuity is emphasized for products with little seasonality and regular purchase cycles.

One of the essential elements of recency theory is that not all impressions or GRPs are equal, even in the same programming. You are focusing on cost per point. As you are probably aware, reach developed per GRP decreases with every added GRP in a schedule. There is therefore, a declining return on investment in reach at any point in time, which is why spreading out prospects reached produces the optimal return. The first 10 GRPs bought in a week generate more reach than the last 10 GRPs.

Hence, the added impressions bought when they are cheap produce less sales than the impressions lost from the more expensive times.

So now you have to evaluate what might be produced. Assuming you are lowering -- not eliminating --activity in higher priced periods how many more impressions, and how much more reach can you achieve in low priced times. If you cut back 10 reach points per week in July but buy 20 added reach points per week in March, perhaps the added reach can sell more than the lost reach, or perhaps not. The Guru would look for a 50% minimum trade up in added vs lost reach points to justify the change; i.e. if the plan goes down 10 reach points per week in one period, then it need to go up 15 reach points per week in the other.


Friday, August 07, 1998 #1994

what is recency planning?

 

The Media Guru Answers(Friday, August 07, 1998 ):

The Guru has discussed recency many times.

  • Go to the Guru Archives and use the search engine there to find past Guru answers about recency
  • or
  • Go to the Ad Talk and Chats area and search the archives of the Award Papers discussion, much of which has been about recency planning.


Monday, August 03, 1998 #1987

Dear Guru, I am new to media planning and have been asked to predict the major changes for media planners over the next five years. can you give me any starters? Thanks in advance

 

The Media Guru Answers(Monday, August 03, 1998 ):

Since this must be a training exercise for new planners, isn't asking the Guru cheating? But since this sort of exercise is silly anyway, the Guru will go along; after all nobody would have predicted the media planners' involvement in on-line, five years ago.

Come to think of it, on-line may have been the only major change of the past five years.

For example,the incremental importance of cable and the slow decline of broadcast ratings is not a major change for planners. They face the same questions, but the answers have changed somewhat.

The new millennium, whether one considers the "popular" start date of January 1, 2000, or the actual date of 1/1/2001 will, no doubt, be a time to look for new approaches and focus more on the future. Marketers will finally recognize that the various major ethnic markets: Hispanics -- newly the largest ethnic group -- plus African American, Asian American and smaller minorities will encompass most Americans in the first decade of the new century. This will mean planners must pay far more attention to assessing the importance of and covering these market segments.

Also in the next five years the Guru sees the debate between advocates of "recency" plannning and those backing "effective reach" being settled. Categories of marketing or rules on which to base application of one or the other will be clearly defined and two distinct styles of planning will emerge.

Finally, coming back to online, the internet's amazing growth will max out. No more than 50% of the population is likely to be on-line. The internet universe and internet ratings, on a U.S. basis, will be readily available, so that on-line media will become just another element of media plans. Specialist agencies will fold into general agencies and internet media will have no more mystique than out-of-home.


Tuesday, July 28, 1998 #1977

My question concerns recency planning and how it may or may not be best applied to different business categories. The research and planning models that I have come across regarding recency typically focuses on packaged goods type products. I cannot recall any examples of recency being applied in a retail or QSR planning environment. Do you feel that recency holds any value as a planning approach for a retail and/or QSR account where scheduling typically emphasizes short term flighted promotional windows with a high to low cascading of broadcast weight?

 

The Media Guru Answers(Wednesday, July 29, 1998 ):

recency is most particularly relevant for packages goods which have regular, short purchase cycles.

(When an advertiser relies on promotions, the Guru always looks to see whether the advertising is supporting the brand/product or just the promotion).

The best discussion the Guru has seen about applications and exceptions for recency theory occurs in AMIC's Awards Papers e-mail discussion group. Particpants include "Mr. recency," Irwin Ephron, as well as John Philip Jones, Eric DuPlessis, AMIC Publisher Abbott Wool. The archive of the AwardPapers discussion is at Ad Talk/ Chat .

Click here to subscribe to AwardsPapers


Thursday, June 11, 1998 #1894

what is recency planning

 

The Media Guru Answers(Wednesday, June 24, 1998 ):

The Guru has discussed recency a half-dozen or more time this year. Please return to the Guru main page and select the Archive / search engine to find "recency" topics. Or simply use your <ctrl>-F or browser Find function to locate "receny" references on this page.


Monday, May 18, 1998 #1597

how will media segmentation affect media planning ?

 

The Media Guru Answers(Monday, May 18, 1998 ):

"Media Segmentation" is a two edged sword. Highly segmented (fragmented) media allows better targeting. But, at the same time, it works against building higher reach levels.

A clever plan will find the best compromise between these two.

The current, "recency" approach to planning can take advantage of the efficiency of reaching lower levels of target consumers on a more continuous basis.


Monday, March 23, 1998 #1541

I need latest info on the recency theory for tv media planning and the general opinion of the industry on this theory.

 

The Media Guru Answers(Monday, March 30, 1998 ):

Trade publications like Ad Age, Mediaweek and Jou rnal of Advertising Research cover this topic regularly, with articles from Erwin Ephron, Walter Reichel and John Paul Jones.

Newsweek Media Research Index and theAdvertising Research Foundation Library also archive such information.

The Guru believes the industry is still divided on recency vs Effective Reach.


Thursday, March 05, 1998 #1521

What is recency planning and is it different from the method of acquiring effective frequency as a media objective

 

The Media Guru Answers(Thursday, March 05, 1998 ):

recency planning is quite different than effective frequency planning.

recency planning is based on the premise that the ad exposure closest to the time of purchase decision is far more effective than any other.

Hence flighting, to build up to a given effective frequency, for a shorter period of time will sell less product than having some activity at any time when purchase might be occurring.


Tuesday, April 30, 1996 #1231

I'm working on a presentation on how media planning professionals go about determining a media mix, and how a percent of budget is allocated to each medium being used. It's a general presentation for a client who is not very familiar with media planning terminology or methods. So far my sources for info include a couple of similar documents that I and others that I work with have written in the past, and the media planning textbook (by Scissors). Do you know of any other RECENT sources of info, points-of-view, articles on this topic? Or have you answered a similar question recently? If so, please tell me the category under which your response would be filed (I have looked through several categories of your responses and did not see anything relevant to this topic). Thanks!

 

The Media Guru Answers(Tuesday, April 30, 1996 ):

In the broadest terms, the process may be thought of as

Marketing Goals ---> Marketing Strategies ---> Media Goals ---> Media Strategies ---> Media Tactics, etc.

A very simple example:

A marketing goal of increasing the number of users of product X might lead to a strategy of converting users of competitive brand Y.

The media goal might then be to optimize reach at effective levels of frequency among a demographic group matched to current users of brand Y.

The media strategy to achieve this might then be built by examining various media mixes to determine which produce the best balance of effective reach for the budget, within the creative limitations.

Of course this is just one possible marketing goal, one possible strategy that might emerge.

There are many ways to set reach goals, to set minimum effective levels or decide to apply the recent "proximity" or "recency" theory of exposure.

In short, one doesn't decide on percents of media and see how it turns out, one decides which media will best answer the marketing and media strategies. Often, some creative decisons have precedence: if TV is designated as the "primary medium" because of communications ability, need to demonstrate, etc, then the strategy migh dictate putting all money into TV "until the effective reach curve is exhausted."

There are infinite ways to express and measure goals and their achievment. Some standard media planning software, such as Telmar's Media Maestro, and Hispanic Media Maestro, allow easy examination of various mixes, instantly showing how reach/frequency/effective reach change as budget or schedules are shifted between media by the planner.



 

 

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