Advertising Lag: Decay Effect
The lagged or decay component of advertising adstock can be mathematically modelled and is usually expressed in terms of the 'half-life' of the ad copy, modeled using TV gross rating point (GRP). A 'two-week half-life' means that it takes two weeks for the awareness of a copy to decay to half its present level. Every ad copy is assumed to have a unique half-life. Some academic studies have suggested half-life range around 7–12 weeks. Other academic studies find shorter half-lives of approximately four weeks, and industry practitioners typically report half-lives between 2–5 weeks, with the average for Fast Moving Consumer Goods (FMCG) Brands at 2.5 weeks.
The copy in the above graph has a half-life of 2.5 weeks.
Read more about this topic: Advertising Adstock
Famous quotes containing the words advertising, decay and/or effect:
“Now wait a minute. You listen to me. I’m an advertising man, not a red herring. I’ve got a job, a secretary, a mother, two ex- wives, and several bartenders dependent on me. And I don’t intend to disappoint them all by getting myself slightly killed.”
—Ernest Lehman (b.1920)
“But I must needs take my petulance, contrasting it with my accustomed morning hopefulness, as a sign of the ageing of appetite, of a decay in the very capacity of enjoyment. We need some imaginative stimulus, some not impossible ideal which may shape vague hope, and transform it into effective desire, to carry us year after year, without disgust, through the routine- work which is so large a part of life.”
—Walter Pater (1839–1894)
“The pleasure of one’s effect on other people still exists in age—what’s called making a hit. But the hit is much rarer and made of different stuff.”
—Enid Bagnold (1889–1981)