Estimating Duration Intervals
14 Pages Posted: 28 Feb 2008
Date Written: October 2003 4,
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, simulation, marketing
JEL Classification: M, C44, C15
Suggested Citation: Suggested Citation