search query: @author Danaher, P. J. / total: 6
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| Author: | Danaher, P. J. |
| Title: | Wearout effects in target marketing |
| Journal: | Marketing Letters
1996 : JUL, VOL. 7:3, p. 275-287 |
| Index terms: | ADVERTISING MARKOV CHAINS MARKET SEGMENTATION |
| Language: | eng |
| Abstract: | Given that most advertising campaings attempt to target advertisements to a specified demographic or product usage group, it seems reasonable to demand a high correlation between exposure to the media and membership of the target group. A surprising result of this research is that this correlation peaks and then declines as the number of insertions or spots in the campaign increases. That is, there appears to be a wearout effect of target advertising beyond a certain exposure level. A simple formula is derived that gives the optimal number of insertions in the advertising campaign for the strongest link between media exposure and membership of the target group. |
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