The Recency planning is the theory that is based on the premise that advertising works by influencing the brand choice of people who are ready to buy.
What is a Recency planning?
In advertisement, the planning involves that tactic that indicates that advertising at a lower weight but a higher and consistent frequency is more successful than advertising at a higher weight but a lower and sporadic frequency.
The Recency planning is one that aims to influences the brand choice of people who are ready to buy, that is, its main premise is that advertising works by influencing the brand choice of people who are ready to buy—such as urging hungry consumers to stop into Rascal's Deli around lunchtime.
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