Confidence interval for the total advertising impact and its mean duration under Koyck models

Article Abstract:

The estimates of total advertising impact and of its mean duration in distributed lag models are important in budgeting and planning decisions. The typical approach to assessing the short and long term impact of advertising is to perform a sequential test, one on the short term coefficient and one on the lag parameter. However, estimate of the effect on sales involves the ratio of estimated regression parameters. The estimates of these parameters are known to be correlated. Generation of confidence intervals on such key estimates is possible, using information that is typically discarded. This paper develops and illustrates a method for developing these confidence intervals which specifically accounts for the correlation between the standard regression estimates. Examples are used to ullustrate that the conclusion from standard sequential testing procedures can be erroneous. An empirical application then demonstrates the application of the suggested procedure. Finally, we provide insights on the length of this interval as the sample size and other characteristics are varied. (Reprinted by permission of the publisher.)

Analysis, Evaluation, Influence, Advertising campaigns

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Advertising and Male Nudity

Article Abstract:

The purpose of this study is to determine what impact male nudity has on the product being advertised. Reactions on on affective, cognitive, and conative level were measured by varying levels of male nudity. The only consistent result of the study is that females liked the male nudity ad, believed the ad and had a higher intention to buy than the males. Too little nudity and too much nudity decrease opinions towards the ad. A model developed by R.A. Peterson and R.A. Kerrin was used to evaluate the ad.

Methods, Study and teaching

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An Efficient O-1 Integer Programming Algorithm for Advertising Media Selection

Article Abstract:

Advertisers require means to examine efficient allocation of their advertising budget. Algorithms can aid in choosing the appropriate advertising medium. The formulation for the current study is in the context of zero -one integer programming. The number of media alternatives complicated the advertising decision selection. The proposed algorithm can help in the decision making. The computation is relatively uncomplicated.

Mass media

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