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عنوان فارسی مقاله:
مدل سازی عدم تجانس درون فصلی در مدل های واکنشی - تبلیغاتی ساعتی: آیا پیش بینی را بهبود می بخشد؟
عنوان انگلیسی مقاله:
Modeling intra-seasonal heterogeneity in hourly
advertising-response models: Do forecasts improve?
سال انتشار : 2017
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بخشی از مقاله انگلیسی:
2. Literature
The advertising literature contains various studies that
address the degree of aggregation used to measure advertising
effectiveness. A typical workhorse model is the familiar
Koyck model, which correlates current sales with
current advertising and past sales, and includes an error
term with first order dynamics. Alternative models involve
variants of the autoregressive distributed lag model (ADL)
without moving average terms (MA). For both types of
models, it holds that the parameter estimates can be used
to infer the long-run (or cumulative) effects of advertising
on sales, the immediate effect on sales, and the shape of the
decay function, which gives the speed at which the effects
of advertising impulses fade out to zero.
A key aspect of the models used in this body of literature
is the fact that the parameter estimates, and their
derivative functions, can depend on the aggregation level
of the data. For example, if one is analyzing monthly data
but the underlying process works at the weekly level because
advertising impulses are given at the weekly level,
then one may make estimation errors. This insight goes
back to the work of Clarke (1976), as well as various subsequent
studies, such as those of Bass and Leone (1983,
1986), Leone (1995), Windal and Weiss (1980) and Tellis
and Weiss (1995).
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کلمات کلیدی:
Sparrho | Modeling intra-seasonal heterogeneity in hourly advertising https://www.sparrho.com/...intra-seasonal-heterogeneity-in-hourly-advertising-respon... Modeling intra-seasonal heterogeneity in hourly advertising-response models: Do forecasts improve? Imported: 04 Nov '16 | Published: 31 Oct '16. Advertising response – Forecasting 802561967.linuxzone73.grserver.gr.185-4-133-54.linuxzone73.grserver.gr/.../advert... Jan 1, 2017 - Modeling intra-seasonal heterogeneity in hourly advertising-response models: Do forecasts improve? Int. J. Forecast., Volume 33, Issue 1, ... International Journal of Forecasting - Statistics Portal // Luxembourg - I www.statistiques.public.lu › Home › Publications May 26, 2017 - 416-432; ALLENBY Greg M. - Structural forecasts for marketing data, pp. 433- ... intra-seasonal heterogeneity in hourly advertising-response ... Which Ad Works, When, Where, and How Often? Modeling the Effects ... journals.ama.org/doi/abs/10.1509/jmkr.37.1.32.18716 by GJ Tellis - 2000 - Cited by 90 - Related articles Modeling the Effects of Direct Television Advertising. ... (2017) Modeling intra-seasonal heterogeneity in hourly advertising-response models: Do forecasts ... International Journal of Forecasting - SciTitles www.scititles.com/journal-articles/2318?page=1 Modeling intra-seasonal heterogeneity in hourly advertising-response models: Do forecasts improve? 11/4 2016. Forecasting market returns: bagging or ... JournalTOCs www.journaltocs.ac.uk/index.php?action=tocs&journalISSN=0169-2070 Thus, the results supported the correlated response model and provided insights into ...... Modeling intra-seasonal heterogeneity in hourly advertising-response Meltem Kiygi Calli - Google Akademik Alıntılar scholar.google.com.tr/citations?user=we0shpYAAAAJ&hl=tr Translate this page The effectiveness of high-frequency direct-response commercials ... Modeling intra-seasonal heterogeneity in hourly advertising-response models: Do forecasts ...
