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

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  • Alessandra Luati

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  • 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

Suggested Citation

  • Alessandra Luati & Giorgio Tassinari, 2005. "Intervention analysis to identify significant exposures in pulsing advertising campaigns: an operative procedure," Computational Management Science, Springer, vol. 4(4), pages 295-308, November.
  • Handle: RePEc:spr:comgts:v:4:y:2005:i:4:p:295-308
    DOI: 10.1007/s10287-005-0036-y
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    File URL: http://hdl.handle.net/10.1007/s10287-005-0036-y
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    Cited by:

    1. Prasad A. Naik & Ashutosh Prasad & Suresh P. Sethi, 2008. "Building Brand Awareness in Dynamic Oligopoly Markets," Management Science, INFORMS, vol. 54(1), pages 129-138, January.

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