According to Erwin Ephron,for fast-moving consumer products,the concept of _____ is based on "the idea that most advertising works by influencing the brand choice of consumers who are ready to buy."
A) recency planning
B) advertising impression
C) effective reach
D) effective frequency
E) message value

Question

Quizplus · Accepted Answer

For fast-moving consumer products, researcher Erwin Ephron suggests the concept of recency planning, based on "the sensible idea that most advertising works by influencing the brand choice of consumers who are ready to buy." Therefore, the important thing for advertising is to be there when the consumer is ready to buy, and that suggests continuity.

According to Erwin Ephron,for Fast-Moving Consumer Products,the Concept of _____