Media planning: Response functions

 

This article examines the generalizability of convex-shaped advertising response functions. Using single-source data, the authors analyzed the response functions of brands in four consumer goods categ

Establishing how much marketers need to advertise is integral to any campaign, both in setting budgets and achieving the desired results of brand communications. It is complicated by the need to work ...

Paul Dyson, founder of D2D Limited, traces the history of media phasing (especially for TV advertising). He describes the development of burst activity from the reach and frequency analyses of the 197 ...

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 experim ...

Argues that advertising practitioners and researchers have failed to exploit academic findings which could be very valuable, for advertising testing and evaluation and for media scheduling. Two partic ...

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 ...

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 unlikely that there exists a generalised response curve ...

What are they, what do they mean, and how should we use them?

The utility of single-source data right across the advertising process is dramatic. Now, in addition to a familiar heritage of databases, it is providing useful new behavioural models - e.g. in media, ...

A survey of 17 studies of advertising response functions reveals that S-shaped functions have never been found to hold for direct response advertising but would seem to be the rule for packaged goods ...