June 2006
Journal of Advertising;Summer2006, Vol. 35 Issue 2, p33
Academic Journal
The focus of this article is an analysis of the effects of current and past advertising on current and future sales. There is a consensus in marketing literature that advertising positively affects sales and that this effect can last for multiple periods depending on the characteristics of the product and market. Models for describing advertising effects on sales allow for differences between long-run and short-run advertising effects. The authors believe that confidence bounds should accompany statistical estimates of duration intervals. The timing of one advertisement could depend the duration interval of a current advertisement. This study presents a method to compute confidence bounds around duration intervals.


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