BY aarrieta
Yesterday, an old friend , thech savvy but not a marketer asked me what I ment by recency.
This is the translation of an old paper (from 1995) written by ERWIN EPHRON, a living legend of advertising. Who´s better than him to explain what recency is?
Enjoy:
WHAT IS RECENCY?
It’s an Idea That Says Media Planning’s Job Is to
Intercept the Next Purchase With a Brand Message.