Modeling Sales-Advertising Relationships: An Integrated Time Series–Econometric Approach
Modeling Sales-Advertising Relationships: An Integrated Time Series–Econometric Approach
复制标题
销售-广告关系建模：综合时间序列计量经济学方法
DOI：
10.1177/002224378302000307
复制
发表时间：
1983
影响因子：
6.1
通讯作者：
Robert P. Leone
中科院分区：
文献类型：
--
作者：
Robert P. Leone
自从帕尔达开创性地研究了销售和广告之间的动态关系以来，市场营销文献中包含了许多关于销售反应模型构建的文章。直到最近，这些文章中的大多数都报道了基于时间序列数据的计量经济模型的构建。最近的应用程序的多变量时间序列扩展的Box和詹金斯的工作表明，这种方法在建立销售响应模型的有用性。作者讨论了计量经济学方法和时间序列方法之间的区别，并通过多元时间序列分析，探讨了一个行业的竞争环境，其中广告是竞争的主要来源。
Since Palda's pioneering work investigating the dynamic relationship between sales and advertising, the marketing literature has contained many articles on the topic of sales response model building. Until recently, most of these articles have reported the construction of econometric models based on time series data. Recent applications of multivariate time series extensions of the work by Box and Jenkins have shown the usefulness of this methodology in building sales response models. The author discusses the distinctions between the econometric and time series approaches and, through a multivariate time series analysis, explores the competitive environment of an industry in which advertising is the main source of competition.