Bivariate time-series analysis of the relationship between advertising and sales

Dominique M. Hanssens

54 citations0/0 files storedApplied Economics

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Forecasting Techniques and Applications Marketing and Advertising Strategies Time Series Analysis and Forecasting

Abstract

This paper focuses on empirical model building of the sale–advertising relationship at the aggregate response level. Arguments are presented in favour of a combined Box–Jenkins econometric approach to model this relationship. The approach is illustrated and the resulting model is compared to competing models with respect to descriptive and forecasting performance.

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1977Time Series Analysis: Forecasting and Control 1977Time Series Analysis: Forecasting and Control 1976Econometric Measurement of the Duration of Advertising Effect on Sales 1974Time series analysis and simultaneous equation econometric models 1977Causality in temporal systems 1972The Prediction Performance of the FRB-MIT-PENN Model of the U.S. Economy 1972Frontiers of Quantitative Economics 1977Relationships—and the Lack Thereof—Between Economic Time Series, with Special Reference to Money and Interest Rates

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1983Modeling Sales-Advertising Relationships: An Integrated Time Series-Econometric Approach 1994The long run, causality, and forecasting in the advertising‐sales relationship 1985Modelling the advertising‐sales relationship through use of multiple time series techniques 1987A Friction Model for Describing and Forecasting Price Changes 2003How Dynamic Consumer Response, Dynamic Competitor Response and Expanded Company Action Shape Longterm Marketing Effectiveness

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