A New Memory Model For Ad Impact and Scheduling
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 and time window. The main question is whether advertising exposures for a brand should be concentrated in time as a 'burst' ('flight'), spread out evenly ('dripped', 'pulsed'), or distributed according to a mixture of these two strategies.