Estimating duration intervals
2003-04-10
Research Paper
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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
Classifications using
Journal of Economic Literature (JEL) Classification System
- C15 : Simulation Methods; Monte Carlo Methods; Bootstrap Methods
- M : Business Administration and Business Economics; Marketing; Accounting
- C44 : Statistical Decision Theory; Operations Research
Automatically Extracted Terms
- model
- effect
- interval
- duration
- cent duration interval
- advertising
- duration interval
- confidence bounds
- research
- parameter
- marketing
- estimate
- confidence
- koyck model
- adl model
- bound
- value
- marketing research
- error
- koyck
