A New Memory Model For Ad Impact and Scheduling

Antonio Chessa
and
Jaap 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 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.