Access

You are not currently logged in.

Access your personal account or get JSTOR access through your library or other institution:

login

Log in to your personal account or through your institution.

If You Use a Screen Reader

This content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.

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

Lakshman Krishnamurthi, Jack Narayan and S. P. Raj
Journal of Marketing Research
Vol. 23, No. 4 (Nov., 1986), pp. 337-345
DOI: 10.2307/3151809
Stable URL: http://www.jstor.org/stable/3151809
Page Count: 9
  • Read Online (Free)
  • Download ($24.00)
  • Subscribe ($19.50)
  • Cite this Item
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Intervention Analysis of a Field Experiment to Assess the Buildup Effect of Advertising
Preview not available

Abstract

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.

Page Thumbnails

  • Thumbnail: Page 
337
    337
  • Thumbnail: Page 
338
    338
  • Thumbnail: Page 
339
    339
  • Thumbnail: Page 
340
    340
  • Thumbnail: Page 
341
    341
  • Thumbnail: Page 
342
    342
  • Thumbnail: Page 
343
    343
  • Thumbnail: Page 
344
    344
  • Thumbnail: Page 
345
    345