This file is part of IDEAS, which uses RePEc data


[ Papers | Articles | Software | Books | Chapters | Authors | Institutions | JEL Classification | NEP reports | Search | New papers by email | Author registration | Rankings | Volunteers | FAQ | Blog | Help! ]

A hierarchical Bayes error correction model to explain dynamic effects

Author info | Abstract | Publisher info | Download info | Related research | Statistics
Author Info
Fok, D.
Horváth, C.
Paap, R.
Franses, Ph.H.B.F. (Erasmus Econometric Institute)

Additional information is available for the following registered author(s):

Abstract

For promotional planning and market segmentation it is important to understand the short-run and long-run effects of the marketing mix on category and brand sales. In this paper we put forward a sales response model to explain the differences in short-run and long-run effects of promotions on sales. The model consists of a vector autoregression rewritten in error-correction format which allows us to disentangle the long-run effects from the short-run effects. In a second level of the model, we correlate the short-run and long-run elasticities with various brand-specific and category-specific characteristics. The model is applied to weekly sales of 100 different brands in 25 product categories. Our empirical results allow us to make generalizing statements on the dynamic effects of promotions in a statistically coherent way.

Download Info
To download:

If you experience problems downloading a file, check if you have the proper application to view it first. Information about this may be contained in the File-Format links below. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

File URL: http://hdl.handle.net/1765/1476
File Format: application/pdf
File Function:
Download Restriction: no

Publisher Info
Paper provided by Erasmus University Rotterdam, Econometric Institute in its series Econometric Institute Report with number EI 2004-27 Revision_Date: 2009-11-06.

Download reference. The following formats are available: HTML (with abstract), plain text (with abstract), BibTeX, RIS (EndNote, RefMan, ProCite), ReDIF
Length:
Date of creation: 12 Aug 2004
Date of revision:
Handle: RePEc:dgr:eureir:1765001476

Contact details of provider:
Web page: http://www.few.eur.nl/few

For technical questions regarding this item, or to correct its listing, contact: (Anneke Kop).

Related research
Keywords: sales; vector autoregression; short and long run effects; hierarchical Bayes;

Cited by:
(explanations, Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.)

  1. Heerde, H.J. van & Dekimpe, M.G. & Putsis Jr, W.P., 2004. "Marketing Models and the Lucas Critique," Research Paper ERS-2004-080-MKT Revision, 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 Uni. [Downloadable!]
  2. Koen Pauwels & Imran Currim & Marnik Dekimpe & Dominique Hanssens & Natalie Mizik & Eric Ghysels & Prasad Naik, 2004. "Modeling Marketing Dynamics by Time Series Econometrics," Marketing Letters, Springer, vol. 15(4), pages 167-183, December. [Downloadable!] (restricted)
Statistics
Access and download statistics

Did you know? Each page is provided with a technical contact, in case something is not right with the supplied information. See under "publisher info".

This page was last updated on 2009-12-16.

This information is provided to you by IDEAS at the Department of Economics, College of Liberal Arts and Sciences, University of Connecticut using RePEc data on a server sponsored by the Society for Economic Dynamics.