Weverbergh, M.

model advertising effect channel level radio impact table parameter research length result marketing aggregation forecast frequency commercial number series effectiveness frequency data estimate estimation autoregressive study theme telli franse 3 3 company error section equation media level 2 equations signi ficant aggregated &1&& sample monday spot length / intern kiygi calli aggregated data analysis cycle ficient speci report marketing science variation value box-cox holiday marketing research data sets process transformation ficant signi observation tuesday tv spots panel decision order constant-parameter adl model science direct-response interval pattern --- television service management forecasting error term coef ficients tv advertising $$$