BIVARIATE TIME-SERIES ANALYSIS OF THE RELATIONSHIP BETWEEN ADVERTISING AND SALES
BIVARIATE TIME-SERIES ANALYSIS OF THE RELATIONSHIP BETWEEN ADVERTISING AND SALES
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DOI：
10.1080/00036848000000034
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发表时间：
1980-01-01
影响因子：
2.2
通讯作者：
HANSSENS, DM
中科院分区：
文献类型：
--
作者：
HANSSENS, DM
本文着重于在总体反应水平上建立销售-广告关系的实证模型。参数提出了一个组合的Box-Jenkins计量经济学方法来模拟这种关系。该方法进行了说明，所得到的模型进行比较，竞争模型的描述性和预测性能。
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.