The underlying theory of adstock is that the exposure to television advertising builds awareness in the consumer markets, resulting in sales. Each new exposure to advertising increases awareness to a new level. The decay … 查看更多內容

The advertising carryover effect is a famous and debated effect of business marketing practices. Essentially, the carryover theory states that the positive benefits from advertising, especially increased sales, are not perfectly in step with advertising … 查看更多內容

Increasing the amount of advertising increases the percent of the audience reached by the advertising, hence increases demand, but a linear increase in the advertising exposure doesn't have a similar linear effect on demand. Typically each … 查看更多內容