Advertising and promotion · Field experiment with intervention/time-series analysis of advertising buildup.
Intervention Analysis of a Field Experiment to Assess the Buildup Effect of Advertising
John H. Roberts, David R. Lattin (1986). Intervention Analysis of a Field Experiment to Assess the Buildup Effect of Advertising. Journal of Marketing Research. https://doi.org/10.2307/3151809
Plain-English take
Advertising effects accumulated over exposure and could not be represented adequately by a simple contemporaneous response; intervention analysis detected buildup dynamics.
How much weight to give this
4/5 Field evidence with bounded scope
The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.
Field experiment with intervention/time-series analysis of advertising buildup.
Consumers and sales outcomes observed in a commercial advertising campaign over time.
Comparison details need confirmation in the full paper.
Only the publisher page was checked; full-text methods are not established.
Double-blind? Blinding was not established from the publisher page; this is not evidence that blinding was or was not used.
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.
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.
This is a paraphrase of the source. Check the original paper for definitions, estimates, statistical uncertainty and analysis details.
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.
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.
Evidence access
Publisher article page; full-text availability varies and was not established in this review.
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.
If only an abstract or metadata was available, the profile is limited to claims supported there. A paper's paywall does not change its evidentiary status, but it limits what we can substantiate from accessible text.