Our marketing mix partner Market Science has written a new article for the prestigious International Journal of Research in Marketing. Stirring the pot as is his wont, Dr. Peter Cain is developing new ideas and approaches for the future. Here in “Long-term advertising effects: the Adstock illusion,” he throws cold water on the traditional ways of measuring emotional brand preferences through Adstock models. He shows how these analyses of the long-term effects of advertising are both unreliable and untrustworthy. Peter suggests a new approach. It is a must read!
https://market.science/modelling-the-long-term-the-adstock-illusion/