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Estimating Advertising Half-Life and the Data Interval Bias

Listed author(s):
  • Fry, T.R.L.
  • Broadbent, S.
  • Dixon, J.M.

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.

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Paper provided by Monash University, Department of Econometrics and Business Statistics in its series Monash Econometrics and Business Statistics Working Papers with number 6/99.

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Length: 29 pages
Date of creation: Mar 1999
Publication status: Published in Journal of Targeting, Measurement & Analysis in Marketing (2000), 8, 314-334.
Handle: RePEc:msh:ebswps:1999-6
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