Media Scheduling and Carry-over Effects:

Is adstock a useful TV planning tool?

Erwin Ephron
Ephron, Papazian & Ephron Inc.
and
Colin McDonald
McDonald Research

Adstock is described as 'The impact that advertising has over time on sales or awareness' (Goerlich, 2001). But it is richer than that. The Adstock concept captures the idea that response to an individual advertising exposure does not stand alone but is part of a continuity of advertising 'pressure' that follows on from exposures in the past and carries forward to those in the future.[1] It is a model of how response to advertising builds and decays in consumer markets.