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

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Author Info

  • Alessandra Luati

    ()

  • Giorgio Tassinari

    ()

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

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Bibliographic Info

Article provided by Springer in its journal Computational Management Science.

Volume (Year): 4 (2005)
Issue (Month): 4 (November)
Pages: 295-308

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Handle: RePEc:spr:comgts:v:4:y:2005:i:4:p:295-308

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Related research

Keywords: Media planning; Advertising management; Intervention analysis; Transfer function models;

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