A New Memory Model for Ad Impact and Scheduling

Jaap Murre and Antonio Chessa

Describes a model of memory which can be used to help plan advertising schedules. It is established in psychological theory that learning material is better `spaced' than `massed': the Zielske experiment (discussed) demonstrated this for certain advertising material.

A New Memory Model For Ad Impact and Scheduling

Antonio Chessa andJaap Murre University of Amsterdam

How can we optimise the effectiveness of an advertising campaign? Effectiveness can be measured according to different factors: the propensity for product purchase, brand awareness, sales figures and the impact of advertising exposures through media (for example, in terms of the recall of the contents of a TV spot). A major issue among research companies, advertisers and media planners is the distribution or scheduling of advertising exposures in time, with the objective to optimise their effectiveness subject to a given budget...

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