utility maximization. ACNielsen Homescan Survey data on U.S. households is used to estimate a dynamic probit model for each of … the top brands for cheddar, shredded, and sliced cheese in four U.S. regions. We find that households have strong brand …

interval to estimate advertising carryover. The literature assumes that 1) the optimal data interval is the inter-purchase time … underlying advertising process. In contrast, we show that 1) the optimal data interval is the inter-exposure time. 2) Too … advertising process but only data at the inter-exposure time. These results hold for any linear dynamic model linking sales with …