2006
Estimating Confidence Bounds for Advertising Effect Duration Intervals
Publication
Publication
Journal of Advertising p. 33- 37
Duration intervals measure the dynamic impact of advertising on sales. To be more precise, the p % duration interval measures the time lag between the advertising impulse and the moment that p % of its effect has decayed. In this paper, we derive an expression for the duration interval for a dynamic model linking sales to advertising, and most important, we put forward a method to provide confidence bounds around the estimated duration interval. The method is illustrated in two examples.
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hdl.handle.net/1765/13388 | |
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Journal of Advertising | |
Organisation | Erasmus Research Institute of Management |
Franses, P. H., & Vroomen, B. (2006). Estimating Confidence Bounds for Advertising Effect Duration Intervals. Journal of Advertising, 33–37. Retrieved from http://hdl.handle.net/1765/13388 |