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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Keywords advertising, advertising-to-sales regio, confidence intervals, marketing research, marketing research and public opinion polling, research, statistical hypothesis testing, time study
Persistent URL hdl.handle.net/1765/13388
Series ERIM Top-Core Articles
Journal Journal of Advertising
Franses, Ph.H.B.F, & Vroomen, B.L.K. (2006). Estimating Confidence Bounds for Advertising Effect Duration Intervals. Journal of Advertising, 33–37. Retrieved from http://hdl.handle.net/1765/13388