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,...