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Estimating duration intervals

Philip Hans Franses and Björn Vroomen

No ERS-2003-031-MKT, ERIM Report Series Research in Management from Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam

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.

Keywords: advertising effects; duration interval; marketing; simulation (search for similar items in EconPapers)
JEL-codes: C15 C44 M (search for similar items in EconPapers)
Date: 2003-04-10
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Persistent link: https://EconPapers.repec.org/RePEc:ems:eureri:331

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