haku: @author Hooley, G. J. / yhteensä: 14
viite: 6 / 14
| Tekijä: | Hooley, G. J. Wilson, N. Wigodsky, P. |
| Otsikko: | Modelling the effects of advertising : some methodological issues. |
| Lehti: | Journal of the Market Research Society
1988 : JAN, VOL. 30:1, p. 45-58 |
| Asiasana: | ADVERTISING EFFECTIVENESS ADVERTISING RESEARCH METHODOLOGY BOX-JENKINS METHOD ECONOMETRIC MODELS TIME SERIES |
| Kieli: | eng |
| Tiivistelmä: | A study is presented illustrating how new methods can be utilized to identify and include the influence of variables other than advertising prior to econometric modelling. Literature about the topic is reviewed. The conventional econometric approach, widely practised in UK advertising tracking studies is summarized. Time series analysis for pre-whitening is discussed. A new approach is proposed combining time series and econometric method. Methods are compared using data related to the weekly sales of a retail store. The possibility of autocorrelation is highlighted. The proposed model proves to be better at predicting, and hence explaining, advertising effects. |
SCIMA