Template-Type: ReDIF-Paper 1.0
Author-Name: Franses, Ph.H.B.F.
Author-Name-Last: Franses
Author-Name-First: Philip Hans
Author-Person: pfr226
Author-Name: Vroomen, B.L.K.
Author-Name-Last: Vroomen
Author-Name-First: Björn
Title: Estimating duration intervals
Abstract: 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.
Creation-Date: 2003-04-10
File-URL: https://repub.eur.nl/pub/331/ERS-2003-031-MKT.pdf
File-Format: application/pdf
Series: RePEc:ems:eureri
Number: ERS-2003-031-MKT
Classification-JEL: C15, C44, M
Keywords: advertising effects, duration interval, marketing, simulation
Handle: RePEc:ems:eureri:331