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| Author: | Ephron, E. McDonald, C. |
| Title: | Media scheduling and carry-over effects: Is Adstock a useful TV planning tool? |
| Journal: | Journal of Advertising Research
2002 : JUL/AUG, VOL. 42:4, p. 66-70 |
| Index terms: | Advertising Television advertising Scheduling Models |
| Freeterms: | Media |
| Language: | eng |
| Abstract: | The current U.S. Recency-based scheduling model focuses entirely on the short-term effects of advertising (hereafter as: adv.), arguing that in competitive markets the data show that response to adv. dissipates rapidly. This approach leads to consistent moderate weight and near continuous scheduling. Others disagree. Adstock, a well-established concept in the United Kingdom, has been seeping into U.S. planning through globalization and marketing-mix modeling. It has introduced carry-over effects into U.S. TV scheduling. The authors believe that the way Adstock is currently being used by U.S. agencies to modify GRP lay-down is seriously flawed, because it is based on a misunderstanding of what Adstock is. This paper will explain what the authors consider to be the fallacy and pinpoint just what place, if any, Adstock can have in media scheduling. |
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