Media planning: Adstock

 

Nigel Foote, managing partner at Starcom EMEA, reckons that tomorrow's media practitioners will have to be champions of brand value as much as media value. To assist in this he reveals some of the fin ...

Advertising effectiveness tests combining surveys and electronic tracking of online advertising are common, and the method is increasingly being utilized within more comprehensive, cross-media methodo ...

This is a response to Erwin Ephron and Colin McDonald's paper which appeared in September 2002 Admap. The authors of this article defend the use of Adstock for scheduling purposes. They argue that a ...

Erwin Ephron and Colin McDonald question the validity of Adstock as a scheduling device. They describe the Adstock concept - that individual ad exposures do not stand alone and that every advertising ...

The current U.S. recency-based scheduling model focuses entirely on the short-term effects of advertising, arguing that in competitive markets the data show that response to advertising dissipates rap ...

This profound paper examines the relationship between advertising and purchasing using a logistic regression model. Using single source data and an adstock calculation 18 product categories and 89 fm ...

This is a response to the review in March Admap of the book 'The Ultimate Secrets of Advertising' by its author John Philip Jones. This open letter states that the reviewer of the book ignores accoun ...

This paper describes the preliminary studies of the effect of advertising and promotion on purchases using the British single-source database Adlab. STAS and logit modeling are the two measures studie ...

This article describes the preliminary studies of the effect of advertising and promotion on purchases. The British single-source database Adlab has been the basis for this study of advertising and pr ...

This article covers three areas of concern to consumers of marketing mix models:- (1) What should the casual consumer of marketing models understand? (2) Why is it important to include timing of ad ef ...

The British single-source database Adlab has been the basis for this study of advertising and promotion effectiveness. The STAS measure and logit modelling have been used to estimate the effect of adv ...

Advertising sales elasticity is often used to compare advertising effects (across years, campaigns, media, regions and brands). Broadbent describes why using 'elasticity' in the form of a coefficient ...

This research paper studies a comparison of advertising effects judged by STAS scores and by the logit model. The British Adlab database has been the basis for calculating the STAS scores and for esti ...

The effects of advertisements must be seen in behaviour before we discuss how individuals are affected. Case history analysis is needed; a new source is outlined. There is a common structure for t ...

It has long been known that Simon Broadbent and John Philip Jones take somewhat different positions about advertising: how it works short and long-term, how its effects are to be measured, how to make ...

This article describes a systematic approach to scheduling on the basis of modelled brand data of a collection of 113 grocery advertising case histories from eight countries, covering over 16 categori ...

The following paper presents the results from the work that Carat Media & Research Norway has done on awareness tracking studies on radio. This research shows that radio may be an excellent tool in th ...

Discusses how advertisers should adjust their spending in a recession. Other papers on the subject are arranged in order of increasing persuasiveness/usefulness, the main criterion for this being rele ...

Debate between proponents of alternative views on TV scheduling. Simon Broadbent champions adstock and situation specific modelling; Erwin Ephron focuses on a simple recency model of short-term effect ...

Complex theories of how advertising works in terms of response, repetition and decay have been merged and confused with the audience-delivery-based media planning concepts of reach and frequency. This ...

The fundamental advantage of adstock models is that they put advertising alongside the rest of the marketing mix, and enable the relationship between advertising and profits to be quantified. Whilst a ...

An expert review of the debates surrounding `effective frequency'. The history of this question is covered noting the various highlights (McDonald, Krugman, Naples, Jones, Ephron), and the swing of op ...

More information is available from single source panels than is often realised. This includes descriptions of the category, of the brand, the associations between brand share and price, demographics, ...

The article questions the claim by John Philip Jones in his book 'When Ads Work' (1995) that STAS (Short-Term Advertising Strength), the ratio of the proportion of category purchases for the brand aft ...

This paper describes the structure and main features of a tool aiming at understanding the role played by advertising within the marketing environment. A special focus is on the question how explanato ...

The paper suggests two ways to model the long term effects of advertising. One simply uses adstocks with a long half life. The other uses a new expression; cumulative adstock is in dynamic balance wit ...

Nigel Hollis illustrates the usefulness of sales response modelling in helping to reduce the complexity of sales data and identifying the influence of different activities on sales. The short-term eff ...

It is argued that it now seems old-fashioned to assume that a brand has a constant share base, independent of its advertising (and other marketing activities). The assumption can be tested, and more o ...

A reply to two critical papers about Millward Brown's Advertising Awareness Index: Feldwick, Cook and Carter (Admap, March 1991, no.0986) and Broadbent (same issue, no. 0409). The author reviews the t ...

If one regards `making people aware of your advertising' as equivalent to sales effectiveness (which is not what the author recommends), it is important to be just as much concerned with the Base as w ...