The lagged effect of advertising, where exposure this week still influences sales in later weeks with diminishing force. Adstock is a core parameter of marketing mix models, and its estimated length differs by channel: long for television and brand, short for search.
Related terms
Cite this entry:
Agency Echelon. "Adstock." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/adstock/