Recency planning
E Ephron - Journal of Advertising Research, 1997 - go.gale.com
Recency planning is an increasingly popular alternative to effective frequency as an advertising
media planning model for rapidly moving consumer products. While effective frequency …
media planning model for rapidly moving consumer products. While effective frequency …
More weeks, less weight: the shelf-space model of advertising
E Ephron - Journal of Advertising Research, 1995 - go.gale.com
… ERWIN EPHRON is a partner at the consulting firm Ephron, Papazian & Ephron, Inc. He
has been media director at Ally and McCaffrey McCall, president of both the Media Directors …
has been media director at Ally and McCaffrey McCall, president of both the Media Directors …
Point of view: Optimizers and media planning
E Ephron - Journal of Advertising research, 1998 - go.gale.com
Optimization is the child of fragmentation and recency planning. Recency makes the goal
cost-effective reach. Fragmentation presents more options for buying reach than the current …
cost-effective reach. Fragmentation presents more options for buying reach than the current …
Why we can't afford to measure viewers
E Ephron, S Gray - Journal of Advertising …, 2001 - journalofadvertisingresearch.com
This paper was originally presented at the ESOMAR/ARF Worldwide Electronic and Broadcast
Audience Research Conference in May 2000. In it, the authors contend that modelling TV …
Audience Research Conference in May 2000. In it, the authors contend that modelling TV …
Media Scheduling and Carry-over Effects:: Is adstock a useful TV planning tool?
E Ephron, C McDonald - Journal of …, 2002 - journalofadvertisingresearch.com
… Erwin Ephron Erwin Ephron is a partner of Ephron, Papazian & Ephron, a leading US media
consultancy. He is best known for his work in Recency planning, which has been published …
consultancy. He is best known for his work in Recency planning, which has been published …
Or is it an elephant? Stretching our minds for a new Web pricing model
E Ephron - Journal of Advertising Research, 1997 - go.gale.com
… ERWIN EPHRON is a partner at the consulting firm Ephron, Papazian & Ephron, Inc. He
has been media director at Ally and McCaffrey McCall, president of both the Media Directors …
has been media director at Ally and McCaffrey McCall, president of both the Media Directors …
What is recency?
E Ephron - Ephron Consultancy, available at www …, 1995 - redtruckmedia.com
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 …
advertising influences the brand-choice of consumers who are in the market for the product. It’s …
[DOC][DOC] Two Views of TV Scheduling—How Far Apart?
E Ephron, S Broadbent - Admap, January, 1999 - forumsostav.ru
… and Erwin Ephron are identified as poles apart on this issue. Broadbent champions adstock
and situation-specific modelling solutions. Ephron … those of Broadbent and Ephron. But it is …
and situation-specific modelling solutions. Ephron … those of Broadbent and Ephron. But it is …
Comments on the Lynch/Stipp paper
E EPHRON - Journal of Advertising Research, 1999 - go.gale.com
I FIND MYSELF in the unfamiliar position of writing a" thank-you note." My early speculations
on how circumstance of viewing might help or hurt the effectiveness of a TV message (…
on how circumstance of viewing might help or hurt the effectiveness of a TV message (…
[BOOK][B] When ads work: New proof that advertising triggers sales
DM Jones - 2015 - taylorfrancis.com
… This firm evidence was used by Erwin Ephron, the fourth of my friends, when he developed
… This change was the direct result of the vision and energy of Erwin Ephron and the way he …
… This change was the direct result of the vision and energy of Erwin Ephron and the way he …
