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Advertising effectiveness and Return on Investment ROI are typically measuredthrough econometric models that measure the impact of varying levels ofadvertising Gross Ratings Points GRPs on sales or on purchase decision andchoice. TV advertising has both dynamic and diminishing returns effects onsales, different models capture these dynamic and nonlinear effects differently.This paper focuses on reviewing the econometric rationale behind thepopularized Adstock transformation model that allows the inclusion of lagged andnon-linear effects in linear models based on aggregate data.

Item Type: MPRA Paper -

Original Title: Understanding Advertising Adstock Transformations-

Language: English-

Keywords: Advertising, Adstock Model, Non-linear transformation, Marketing-Mix-

Subjects: M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M37 - Advertising-

Autor: Joy, Joseph

Fuente: https://mpra.ub.uni-muenchen.de/7683/

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