A New Memory Model For Ad Impact and Scheduling
Antonio Chessa andJaap Murre University of AmsterdamHow 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...