Advertising Weight

Advertising Weight

1. The number of pages in a periodical consisting of advertising divided by the number of total pages.

2. The actual or projected number of contacts an advertisement has. For example, if a stretch of highway has 1 million cars driving through it every day, a billboard on that highway has an advertising weight of 1 million per day.
References in periodicals archive ?
It Is Expected That The Majority Of The Advertising Weight Must Go For Television And The Internet.
Although there would be no market impact at all without airing the advertisements, the relationship between advertising weight alone and market response (r = .
Finally, there is one area that holds much promise for improving online ad effectiveness: media scheduling, which encompasses the amount of advertising weight and its spacing over time.
This advertising weight makes it possible to totally saturate a market and dominate the competition.
This is important to planning, because if what Adstock describes as a GRP's future effect has already occurred as an increase in baseline sales and responsiveness to advertising, there is no sensible argument for substituting Adstock for fresh advertising weight.
This is the key objection to using elasticity as the comparative measure: it changes with the advertising weight.
Thus, the present study uses a refined version of the model based on matched cable panels, or test markets, receiving any arbitrary advertising weight levels.
MODELING ADVERTISING AWARENESS essentially means attempting to establish a mathematical relationship between the level of awareness and the amount of advertising weight.

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