An advertising burst is just a lot of drips

The Adtrack system in South Africa measures the in-market ad awareness of all TV commercials within three weeks of their first appearance.

An advertising burst is just a lot of drips

A perspective on the reach, frequency, and response curve arguments

Erik du Plessis

The Adtrack system in South Africa measures the in-market ad awareness of all TV commercials within three weeks of their first appearance. It is argued that it is unlikely that there exists a generalised response curve, impact rate or retention rate which is valid for all commercials. It is also argued that commercials only gain awareness above a certain level of GRPs, implying that the normal response curve is S-shaped (convex curves being a sub-group of these).

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