Optimal Data Interval for Estimating Advertising Response

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Gerard J. Tellis; Philip Hans Franses;
  • Journal: Marketing Science,volume 25,issue 3 05-06,pages217-229
  • Related identifiers: doi: 10.1287/mksc.1050.0178
  • Subject: advertising carryover, duration of ad effects, optimal data interval, interpurchase time, interexposure time

The abundance of highly disaggregate data (e.g., at five-second intervals) raises the question of the optimal data interval to estimate advertising carryover. The literature assumes that (1) the optimal data interval is the interpurchase time, (2) too disaggregate data ... View more
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