Media scheduling and carry-over effects: Is Adstock a useful TV planning tool?

Journal of Advertising Research

Volumn 42, Issue 4, 2002, Pages 66-70

  Ephron, Erwin ^a   McDonald, Colin ^b  

^a Papazian and Ephron Inc

^b McDonald Research   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 21844458627     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: 10.2501/JAR-42-4-66-70     Document Type: Review

References (8)

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2. -. "Modelling with Adstock." Journal of the Market Research Society 26, 4 (1984): 295-312.
3. -. When to Advertise. Henley-on-Thames, Oxfordshire, UK: Admap Publications, 1999.
4. DONIUS, JAMES, and MICHAEL VON GONTEN. "Advertising Exposure and Advertising Effectiveness: New Panel-based Findings." Presentation at the ESOMAR Managing Media Data for Market Profit conference, Rome, November 1996.
5. COLMAN, STEPHEN, and GORDON BROWN. "Advertising Tracking Studies and Sales Effects." Journal of the Market Research Society 25, 2 (1983): 165-83.
6. EPHRON, ERWIN. "Recency Planning." Journal of Advertising Research 37, 4 (1997): 61-65.
7. GOERLICH, BRUCE. "A Consumer's Guide to Marketing Mix Models." Admap, December 2001.
8. MCDONALD, COLIN. "How Advertising Works: A Review of Current Thinking." London: The Advertising Association, 1992.