Recency Theory

Out of home advertising is a frequency medium that provides multiple exposures to a message throughout the full duration of a campaign period.
According to Herbert E. Krugman, the manager of corporate public opinion research at General Electric, repeated exposure to advertising can lead to changes in the perceptions of what is important about a brand without the conscious or verbal recognition on the consumer’s part. This can also be considered in terms of top-of- mind awareness. Repeated exposure to advertising creates top-of-mind awareness and recall.
Defined in the book When Ads Work by John Philip Jones, recency reminds people who are already in the marketplace that a brand, store or service is a good choice. To avoid memory decline, multiple design executions for a campaign should be implemented simultaneously or introduced at appropriate intervals during the campaign period.