Advertising · Field experiment with intervention/time-series analysis of advertising buildup.
Intervention Analysis of a Field Experiment to Assess the Buildup Effect of Advertising
Journal of Marketing Research · 1986
Summary
Advertising effects accumulated over exposure and could not be represented adequately by a simple contemporaneous response; intervention analysis detected buildup dynamics.
For your marketing
Possible founder application
Use as a bounded example of intervention analysis of a field experiment to assess the buildup effect of advertising; compare its context and design with your own market before applying its result.
Reported result
What the study found
Advertising effects accumulated over exposure and could not be represented adequately by a simple contemporaneous response; intervention analysis detected buildup dynamics.
Research question
What the authors investigated
Intervention Analysis of a Field Experiment to Assess the Buildup Effect of Advertising?
Design
Field experiment with intervention/time-series analysis of advertising buildup.
Sample and setting
Consumers and sales outcomes observed in a commercial advertising campaign over time.
Scope and transfer
Limitations to keep in view
The campaign and market are a single field setting, and time-series intervention estimates remain vulnerable to concurrent shocks and specification choices. The accessible publisher page was used for this listing; correction history was not independently checked.
Research sources
The directly fetched JSTOR DOI record identifies a peer-reviewed empirical advertising experiment and its intervention-analysis design. Publisher page was directly retrieved; detailed full-text methods were not independently verified.