What is the decay factor?

The decay factor is an estimated how long it takes to disappear from consumers' minds by exponential modeling. Scientists with interest in advertising have noted that ads tend to follow predictive modeling, allowing you to determine how long the advertising will affect the public. They use exponential modeling, where a constant decline occurs in direct connection with the original advertising value. The original values ​​can be calculated by looking at the depth of exposure, how many people have seen advertising and where. In most cases, the half -life may move between two and seven weeks, although there are remote values ​​outside this model. Some ads also behave unpredictably and do not have to follow models of decay used to explain how consumers interact with the content to which they are added in magazines, billboards and other places. They can forget key advertising details such as product or brand, prices and features. This is often reflected in their changes in theirshopping habits; A consumer looking for toilet paper brand x a week after he saw an ad for him, for example, he doesn't have to think about it in three weeks. Advertising companies must consider the decay factor when they decide how and where to place ads.

Good placement of advertising can be key when considering the factor of disintegration. The correct timing gives the function before a large audience. This results in a hot competition for sought -after advertising slots, such as those on the TV broadcast Prime Time. Advertisers know that a large number of spectators will tune in and want to increase the original impact of advertising as much as possible. Several time slots and weeks can also be selected to make the content fresh in the minds of potential consumers.

Messages and sending messages can also be important. The decay factor may shift depending on how advertising is presented. Strong, interesting or unpredictable material can for spotThe Řebitel stand out more. This can be particularly true for viral advertising, where consumers may not be aware that they are looking at advertising. Materials presented in environments such as games on social networking pages can stick to the audience longer because they are associated with activities such as connecting with friends or using known resources.