Recency theory suggests that it is a waste of money when an advertisement reaches an individual or business that does not need a particular product or does not have an interest in the product.

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Recency theory, also known as the "exposure-to-ads" model, proposes that the most effective advertising is the one that reaches a consumer right before they make a purchasing decision. Therefore, advertising to consumers who do not have an interest in or need for a particular product would not be effective and would result in a waste of money.

Recency Theory Suggests That It Is a Waste of Money