Proportia efectului mesajului publicitar care nu se continua din perioada in care mesajul ruleaza pana in perioadele ulterioare. In schimb, proportia in care un mesaj publicitar produce efecte si in perioadele urmatoare se numeste carry-over(vezi: Adstock, Carry-Over).

The proportion of the advertising effect that is not carried over from the period when the advertising runs into subsequent periods. Conversely, the proportion of the effect that is carried over is called carry-over (see Adstock, Carry-Over).

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