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).
Dominique 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.”
- ^ American Marketing Association, AMA Dictionary.
- ^ Hanssens, Dominique. What Is Known About the Long-Term Impact of Advertising. MASB White Paper, February 2011.