Carry-over modelsFeedback.png


Definition

In carry-over models, the effect of a marketing mix variable is assumed to last beyond a single time period (i.e., a lagged effect).[1] Hanssens' 2011 MASB white paper describes the phenomenon: "Carry-over effects reflect a delayed buyer response to advertising. Carry-over is not fundamentally different from immediate response; it is simply the result of 'letting the dust settle'—a time shift in impact."[2]

References

  1. ^ American Marketing Association. AMA Dictionary.
  2. ^ Hanssens, Dominique. "What Is Known About the Long-Term Impact of Advertising." MASB Practitioner Paper. February 2011. <http://themasb.org/themasb.org/wp-content/uploads/2015/08/Long-Term-Impact-of-Advertising.pdf>

NewComment.png
We welcome comments that will help us improve the precision and clarity of our definitions. To submit a suggestion, please click on the Add Discussion bar below.
Notes:
  • Comments are limited to registered users of this site. Click “Join” at the top right hand side of this page to apply.
  • If you would like to suggest a new marketing definition or have a general comment, please visit our home page.