Intervention Analysis of a Field Experiment to Assess the Buildup Effect of Advertising

The authors study the buildup effect of increased advertising using time series intervention analysis. The data are from an ADTEL field experiment with test and control panels connected to a split-cable TV system. Use of the control series in the analysis depends on the nature of the relevant extern...

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Bibliographic Details
Published in:Journal of marketing research 1986-11, Vol.23 (4), p.337-345
Main Authors: Krishnamurthi, Lakshman, Narayan, Jack, Raj, S. P.
Format: Article
Language:English
Subjects:
Advertising
Advertising campaigns
Advertising research
Advertising to sales ratios
Brands
Cumulative
Effects
Field experiments
Marketing
Series convergence
Time series
Time series analysis
Time series models
Transfer functions
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Summary:The authors study the buildup effect of increased advertising using time series intervention analysis. The data are from an ADTEL field experiment with test and control panels connected to a split-cable TV system. Use of the control series in the analysis depends on the nature of the relevant external factors. If these factors are purely unmeasured, the control series is included as a covariate, resulting in a single-input transfer function-intervention model. If there are also measured external factors, a multiple-input model results. A careful analysis of the increased advertising shows that the buildup effect is immediate with a duration of the order of the purchase cycle.
ISSN:0022-2437
1547-7193
DOI:10.1177/002224378602300403