Estimating Advertising Half-Life and the Data Interval Bias

Tim R.L. Fry, S. Broadbent and J.M. Dixon

No 6/99, Monash Econometrics and Business Statistics Working Papers from Monash University, Department of Econometrics and Business Statistics

Abstract: We compare three methods of estimating the duration, or half-life, of how well each method works with the data aggregated over different time intervals. In contrast with the existing theory on the, so called, data interval bias, our experiments are based upon realistic advertising schedules. Our results appear to indicate that the indirect "t-ratio" estimating procedure favoured by practitioners works well in the presence of such temporal aggregation. Additionally, we suggest a transformation that can be used in combination with the indirect "t-ratio" estimating procedure to obtain estimates of the underlying microperiod half- life from a variety of common (macro) data frequencies.

Keywords: Adstock; half-life; data interval bias. (search for similar items in EconPapers)
JEL-codes: M37 C13 C51 (search for similar items in EconPapers)
New Economics Papers: this item is included in nep-ets
Date: Written 1999-03

Published in Journal of Targeting, Measurement & Analysis in Marketing (2000), 8, 314-334.

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