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 …

Prior work in marketing has suggested that advertising —levels beneath which there is essentially no sales response …—are rarely encountered in practice. Because advertising policies settle into effective ranges through early trial and error … regression model with two "regimes," in only one of which advertising is effective. Mediating the switch between the two regimes …

-space model based on the Kalman filter, which captures the influence of marketing actions such as brand-level advertising on the … effect of increasing the advertising expenditures for the largest and the smallest brands in this category and find that … these brands can increase their profitability by increasing their advertising expenditures. We also analyze the impact of …