Effective Advertising: Understanding When, How, and Why Advertising Works¶
Tellis, G. J. (2004). Effective Advertising: Understanding When, How, and Why Advertising Works: Understanding When, How, and Why Advertising Works.
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Mechanisms¶
- Campaign Burst
- Media pulsing works the same way — concentrate spend into flights, go quiet between, and the concentrated presence cuts through in a way that thin continuous spend never does.
This sourceFinds that spacing advertising into flights with temporary suspensions can outperform evenly continuous scheduling in some conditions.
- Media pulsing works the same way — concentrate spend into flights, go quiet between, and the concentrated presence cuts through in a way that thin continuous spend never does.
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