Answer to Question 1
The recency principle, or shelf-space model, is built on three interrelated ideas: (1) that consumers' first exposure to an advertisement for a brand is the most powerful; (2) that advertising's primary role is to influence brand choice, and that advertising does indeed influence choice for a subset of consumers who are in the market for the product category at the time a brand in that category advertises; and (3) that achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency. If the brand is mature and well established, then effective weekly reach (the shelf-space model) is probably an appropriate way to allocate the advertising budget. On the other hand, if the brand is new, or if new benefits or uses for the brand have been developed, or if the advertising message is complex, then the budget should be allocated in a manner that achieves the frequency necessary to teach consumers about brand benefits and uses.
Answer to Question 2
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