Estimating duration intervals
Duration intervals measure the dynamic impact of advertising on sales. More precise, the p per cent duration interval measures the time lag between the advertising impulse and the moment that p per cent of its effect has decayed. In this paper, we derive an expression for the duration interval for a general dynamic model linking sales to advertising. Additionally, and this is themain novelty of the paper, we put forward a method to provide confidence bounds around the estimated duration interval. An illustration to real-life data emphasizes its usefulness.
|Keywords||advertising effects, duration interval, marketing, simulation|
Franses, Ph.H.B.F., & Vroomen, B.L.K.. (2003). Estimating duration intervals (No. ERS-2003-031-MKT). Retrieved from http://hdl.handle.net/1765/331