What role does lagged effect play in measuring promotional campaigns?

• A. Effects of promotions can appear after the campaign ends, requiring long-term measurement and post-campaign analysis
• B. Effects occur only during the campaign
• C. Lagged effects are always desirable
• D. It refers to delays in manufacturing

Answer: (A)

Lagged effects are the delayed impact of a promotion, meaning the promotion can influence sales, awareness, or purchase behavior even after the campaign ends. This happens because customers may act on what they saw or heard days or weeks later, orders get fulfilled after stock is updated, or trial and word-of-mouth effects take time to spread. Because the full lift from a promotion isn’t always visible during the promo period, measurement needs to extend beyond the campaign and include post-campaign analysis to capture carryover, persistence, and overall ROI. The other ideas miss this reality: effects aren’t limited to the promo window, and delays in manufacturing aren’t what lagged effects refer to.