O teorie asupra efectului publicitatii care sustine ca o singura expunere la un mesaj publicitar este sufficient pentru a influenta cumpararea, daca data achizitiei este destul de apropiata de cea a expunerii. Punerea in practica a acestei teorii conduce la supraestimarea continuitatii in defavoarea metodelor de burst advertising. Provoaca la o planificare mai sigura a frecventei eficiente(vezi: Effective Frequency).
A theory about the effect of advertising which claims that one exposure of an advertising message is enough to produce a sales response provided that it is sufficiently near the time of purchase. The practical execution of this theory leads to the prioritisation of continuity over burst advertising patterns. Challenges the more established effective frequency planning method (see Effective Frequency).
