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Confidence interval for the total advertising impact and its mean duration under Koyck models

Publication ,  Journal Article
McCann, JM; Morey, RC; Raturi, AS
Published in: Journal of the Academy of Marketing Science
September 1, 1991

The estimates of total advertising impact and of its mean duration in distributed lag models are important in budgeting and planning decisions. The typical approach to assessing the short and long term impact of advertising is to perform a sequential test, one on the short term coefficient and one on the lag parameter. However, estimate of the effect of advertising on sales involves the ratio of estimated regression parameters. The estimates of these parameters are known to be correlated. Generation of confidence intervals on such key estimates is possible, using information that is typically discarded. This paper develops and illustrates a method for developing these confidence intervals which specifically accounts for the correlation between the standard regression estimates. Examples are used to illustrate that the conclusion from standard sequential testing procedures can be erroneous. An empirical application then demonstrates the application of the suggested procedure. Finally, we provide insights on the length of this interval as the sample size and other characteristics are varied. © 1991 Academy of Marketing Science.

Duke Scholars

Published In

Journal of the Academy of Marketing Science

DOI

EISSN

1552-7824

ISSN

0092-0703

Publication Date

September 1, 1991

Volume

19

Issue

4

Start / End Page

333 / 340

Related Subject Headings

  • Marketing
  • 1506 Tourism
  • 1505 Marketing
  • 1503 Business and Management
 

Citation

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MLA
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McCann, J. M., Morey, R. C., & Raturi, A. S. (1991). Confidence interval for the total advertising impact and its mean duration under Koyck models. Journal of the Academy of Marketing Science, 19(4), 333–340. https://doi.org/10.1007/BF02726508
McCann, J. M., R. C. Morey, and A. S. Raturi. “Confidence interval for the total advertising impact and its mean duration under Koyck models.” Journal of the Academy of Marketing Science 19, no. 4 (September 1, 1991): 333–40. https://doi.org/10.1007/BF02726508.
McCann JM, Morey RC, Raturi AS. Confidence interval for the total advertising impact and its mean duration under Koyck models. Journal of the Academy of Marketing Science. 1991 Sep 1;19(4):333–40.
McCann, J. M., et al. “Confidence interval for the total advertising impact and its mean duration under Koyck models.” Journal of the Academy of Marketing Science, vol. 19, no. 4, Sept. 1991, pp. 333–40. Scopus, doi:10.1007/BF02726508.
McCann JM, Morey RC, Raturi AS. Confidence interval for the total advertising impact and its mean duration under Koyck models. Journal of the Academy of Marketing Science. 1991 Sep 1;19(4):333–340.
Journal cover image

Published In

Journal of the Academy of Marketing Science

DOI

EISSN

1552-7824

ISSN

0092-0703

Publication Date

September 1, 1991

Volume

19

Issue

4

Start / End Page

333 / 340

Related Subject Headings

  • Marketing
  • 1506 Tourism
  • 1505 Marketing
  • 1503 Business and Management