publication . Article . 2006

Optimal Data Interval for Estimating Advertising Response

Gerard J. Tellis; Philip Hans Franses;
Open Access
  • Published: 01 Jan 2006 Journal: Marketing Science, volume 25, issue 3 05-06, pages 217-229
Abstract
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 causes a disaggregation bias, and (3) recovery of true parameters requires assumption of the underlying advertising process. In contrast, we show that (1) the optimal data interval is what we call , (2) too disaggregate data does not cause any disaggregation bias, and (3) recovery of true parameters does not require assumption of the advertising process but only data at the unit exposure time. The...
Subjects
free text keywords: advertising carryover, duration of ad effects, optimal data interval, interpurchase time, interexposure time
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