Media Scheduling and carry-over effects: Is adstock a useful TV planning tool?

Erwin Ephron and Colin McDonald

The current U.S. recency-based scheduling model focuses entirely on the short-term effects of advertising, arguing that in competitive markets the data show that response to advertising dissipates rapidly.

Media Scheduling and Carry-over Effects:

Is adstock a useful TV planning tool?

Erwin EphronEphron, Papazian & Ephron Inc. andColin McDonaldMcDonald 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...

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