Media scheduling and carryover effects
Hank BernsteinStarcom MediaVest Groupand
Kate LynchStarcom MediaVest Group
We appreciate the opportunity to comment on Ephron & McDonald's paper (1). We note that our former colleague, Simon Broadbent, the founder and champion of the concept of Adstock, would have written this response except for his untimely passing.
Discussions about Adstock and recency, shortterm and longterm effects, continuity and flighting, are vital to an enrichment of our understanding of media impact, in principle and practice. Such debate will lead to better models, better planning and better accountability.