![]() ![]() Every Ad copy is assumed to have a unique half-life. A ‘two-week half-life’ means that it takes two weeks for the awareness of an advertising to decay to half its present level. ![]() This decay effect can be mathematically modelled and is usually expressed in terms of the ‘half-life’ of the advertising. The decay effect of adstock eventually reduces awareness to its base level, unless or until this decay is reduced by new exposures. Each new exposure to advertising increases awareness to a new level. The underlying theory of adstock is that the exposure to television advertising builds awareness in the consumer markets, resulting in sales.
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