Adstock and media planning

Erwin Ephron and Colin McDonald

Erwin Ephron and Colin McDonald question the validity of Adstock as a scheduling device. They describe the Adstock concept - that individual ad exposures do not stand alone and that every advertising treatment has a decaying process usually expressed as a 'half life' The authors believe that Adstcock, as a scheduling device, is flawed because it confuses systemic changes in the brand with a lagged effect of its advertising.

Adstock and media planning

Erwin EphronPapazian and Ephron

and

Colin McDonaldMcDonald Research

Adstock has been described as 'the impact that advertising has over time on sales or awareness'. But it is richer than that. The Adstock concept captures the idea that response to an individual ad 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.

Each new exposure lifts...

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