​what is Recency theory?

Recency theory suggests that a consumer's attention is selective and focused on his or her individual needs and wants. It is also based on the idea that because of clutter advertising has only a short-term effect and responses to advertising dissipate rapidly, with few carryover effects. It allows consumers have selective attention processes as they consider advertisement.

traditional three-exposure vs one ad exposure
The traditional three-exposure is based on the intrusion value of advertisements and make an impact on an audience regardless of individual nedds or wants. Intrusion value is the ability of media or an advertisements to intrude upon a viewer without his or her voluntary attention. But this kind of advertisements only give consumers a short term effect and consumers will forgot if quickly. One ad exposure to advertising could strongly influence which brand is purchased.


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Based on recency theory. When a person wants to buy a cellphone and this person will pay attention to advertisements about cellphones. If a person wants to buy a car and the person will notices the advertisements about cars.




Think about the market on this week, total target group inculding ready to buy this brand and not ready to buy this brand. We don't know when the customer to buy this brand in this week, but we know that purchase are made on this week. So the advertising must try to reach target group as soon as possible. Because there are some consumers ready to buy on this week. The advertising strategy matches recency theory and spreads the message around using a variety of media. They can provide limited exposure per period time. And the advertisements could reach the target groups quickly






referrence:
1. copyright @2010 Yahoo! Inc.All rights reserved.February9.2010. from http://answers.yahoo.com/question/index?qid=20080716050104AA45y6c
2. erhion on media. Thuesday, February 9. 2010. from http://www.ephrononmedia.com/article_archive/categoryViewer.asp?categoryID=2
3. media planning, recency theory, February 9. 2010. from http://www.warc.com/LandingPages/Generic/Results.asp?Ref=648
4. Digital out-of-home media insight. February 9. 2010 from http://blog.adcentricity.com/2009/06/creative-recency-theory-mobile-measurement-and-digital-ooh/