Intervention analysis to identify significant exposures in pulsing advertising campaigns: an operative procedure |
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Authors: | Alessandra Luati Giorgio Tassinari |
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Institution: | (1) Department of Statistics, University of Bologna, via Belle Arti 41, 40126 Bologna, Italy |
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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.
Mathematics Subject Classification:
62M10. |
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Keywords: | Media planning Advertising management Intervention analysis Transfer function models |
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