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.
