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Estimating Advertising Half-Life and the Data Interval Bias

Author

Listed:
  • Fry, T.R.L.
  • Broadbent, S.
  • Dixon, J.M.

Abstract

We compare three methods of estimating the duration, or half-life, of how well each method works with the data aggregated over different time intervals. In contrast with the existing theory on the, so called, data interval bias, our experiments are based upon realistic advertising schedules. Our results appear to indicate that the indirect "t-ratio" estimating procedure favoured by practitioners works well in the presence of such temporal aggregation. Additionally, we suggest a transformation that can be used in combination with the indirect "t-ratio" estimating procedure to obtain estimates of the underlying microperiod half- life from a variety of common (macro) data frequencies.

Suggested Citation

  • Fry, T.R.L. & Broadbent, S. & Dixon, J.M., 1999. "Estimating Advertising Half-Life and the Data Interval Bias," Monash Econometrics and Business Statistics Working Papers 6/99, Monash University, Department of Econometrics and Business Statistics.
  • Handle: RePEc:msh:ebswps:1999-6
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    File URL: http://www.buseco.monash.edu.au/ebs/pubs/wpapers/1999/wp6-99.pdf
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    Cited by:

    1. Feeny, Simon & Fry, Tim R.L., 2014. "How sustainable is the macroeconomic impact of foreign aid?," Journal of Policy Modeling, Elsevier, vol. 36(6), pages 1066-1081.

    More about this item

    Keywords

    Adstock; half-life; data interval bias.;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • C13 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Estimation: General
    • C51 - Mathematical and Quantitative Methods - - Econometric Modeling - - - Model Construction and Estimation

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