TY - JOUR
T1 - Time interval bias
T2 - Its impact on advertising budgeting
AU - Moriarty, Mark M.
AU - Lastovicka, John L.
PY - 1985
Y1 - 1985
N2 - This paper considers what happens when two key parameters in advertising budgeting models (immediate and lagged effects of advertising) are estimated without recognition of time interval (or temporal aggregation) bias. It is demonstrated that careful attention should be paid to whether annual, biannual or quarterly advertising-sales data are used in estimating these key budgeting parameters, otherwise the measurement bias in the key budgeting parameters is likely to be severe. Most importantly, this measurement bias is shown to impact substantially the managerial accuracy and usefulnessof dynamic advertising budgeting models.
AB - This paper considers what happens when two key parameters in advertising budgeting models (immediate and lagged effects of advertising) are estimated without recognition of time interval (or temporal aggregation) bias. It is demonstrated that careful attention should be paid to whether annual, biannual or quarterly advertising-sales data are used in estimating these key budgeting parameters, otherwise the measurement bias in the key budgeting parameters is likely to be severe. Most importantly, this measurement bias is shown to impact substantially the managerial accuracy and usefulnessof dynamic advertising budgeting models.
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U2 - 10.1080/01633392.1985.10505376
DO - 10.1080/01633392.1985.10505376
M3 - Article
AN - SCOPUS:84960687412
SN - 0163-3392
VL - 8
SP - 115
EP - 128
JO - Current Issues and Research in Advertising
JF - Current Issues and Research in Advertising
IS - 1
ER -