Intervention analysis to identify significant exposures in pulsing advertising campaigns: an operative procedure

Alessandra Luati () and Giorgio Tassinari

Computational Management Science, 2005, vol. 4, issue 4, 295-308

Abstract: The purpose of this paper is to develop an operational method to detect the most effective exposures in the context of a given pulsing advertising campaign. For most effective, are intended those exposures that produce a statistically significant increase in the level of a response variable, either temporarily or permanently. The method consists in specifying an intervention model for the response variable, where the significant exposures are selected on the basis of a probabilistic criterion, and is empirically evaluated by using brandlevel data from five advertising tracking studies that also include the actual spending schedules. Given a pulsing advertising campaign, the proposed method serves both as an a-posteriori improvement of the campaign itself and as an a-priori additional information for programming future scheduling. Copyright Springer-Verlag Berlin/Heidelberg 2005

Keywords: Media planning; Advertising management; Intervention analysis; Transfer function models (search for similar items in EconPapers)
Date: 2005
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Persistent link: https://EconPapers.repec.org/RePEc:spr:comgts:v:4:y:2005:i:4:p:295-308

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DOI: 10.1007/s10287-005-0036-y

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