Ad Strategies Ad Half Lives For fmcg Brands and Markets

As one of the explanatory variables in an advertising effect model we use an adstock calculation.
To calculate an adstock value, it is necessary to determine a retention rate. In this work we
estimate the optimal retention rate for 89 different fmcg (packaged goods) brands and calculate
the corresponding half-life.  Ad Strategies Ad Half Lives For fmcg Brands and Markets