Estimating Duration Intervals

14 Pages Posted: 28 Feb 2008

See all articles by Philip Hans Franses

Philip Hans Franses

Erasmus University Rotterdam (EUR) - Department of Econometrics

Bjorn Vroomen

Erasmus Research Institute of Management (ERIM)

Date Written: October 2003 4,

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, simulation, marketing

JEL Classification: M, C44, C15

Suggested Citation

Franses, Philip Hans and Vroomen, Bjorn, Estimating Duration Intervals (October 2003 4,). ERIM Report Series Reference No. ERS-2003-031-MKT. Available at SSRN: https://ssrn.com/abstract=1098559

Philip Hans Franses (Contact Author)

Erasmus University Rotterdam (EUR) - Department of Econometrics ( email )

P.O. Box 1738
3000 DR Rotterdam
Netherlands
+31 10 408 1278 (Phone)
+31 10 408 9162 (Fax)

Bjorn Vroomen

Erasmus Research Institute of Management (ERIM) ( email )

P.O. Box 1738
3000 DR Rotterdam
Netherlands

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