Asymmetric advertising impact

Schmitt, Julien, Bascoul, Ganaël and Srinivasan, Shuba (2010). Asymmetric advertising impact. IN: Proceedings of the 39th European Marketing Academy Conference (EMAC). DNK: UNSPECIFIED.

Abstract

Companies under pressure from stakeholders to meet profit expectations are often tempted to cut advertising expenses, particularly in times of economic difficulties. However, firms may not fully grasp the actual impact of such drastic cuts. Indeed, the general assumption is that advertising effects are symmetric: the numerical sales impact of budget increase or decrease would be the same in absolute value. Our paper addresses this gap by developing a new model based on multivariate time-series analysis (VAR models) to capture these asymmetric dynamic relationships. Our results show that advertising models are improved by allowing the capture of these asymmetric patterns.

Divisions: Aston Business School > Marketing & Strategy
Additional Information: CD ROM
Event Title: 39th European Marketing Academy Conference (EMAC)
Event Type: Other
Event Dates: 2010-06-01 - 2010-06-04
Uncontrolled Keywords: advertising,asymmetry,time-series,Vector Auto-Regressive models
Published Date: 2010
Authors: Schmitt, Julien
Bascoul, Ganaël
Srinivasan, Shuba

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Version: Accepted Version


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