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

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.