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:
“The growing of food and the growing of children are both vital to the family’s survival.... Who would dare make the judgment that holding your youngest baby on your lap is less important than weeding a few more yards in the maize field? Yet this is the judgment our society makes constantly. Production of autos, canned soup, advertising copy is important. Housework—cleaning, feeding, and caring—is unimportant.”
—Debbie Taylor (20th century)
“The constant abrasion and decay of our lives makes the soil of our future growth.”
—Henry David Thoreau (1817–1862)
“Cause and effect are two sides of one fact.”
—Ralph Waldo Emerson (1803–1882)