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The idea that an ad's effect doesn't vanish the moment it stops running — it fades out gradually.
Example
A TV burst in week one doesn't just influence week one's sales; a diminishing share of that impact carries into weeks two, three, and beyond as the campaign lingers in memory.
Why marketers care
Ignoring carryover makes a channel look weaker than it actually is, since some of its effect shows up in sales the following week, not the week the money was spent.