Modeling intra-seasonal heterogeneity in hourly advertising-response models : Do forecasts improve?
Meltem Kiygi-Calli, Marcel Weverbergh, Philip Hans Franses
| Year of publication: |
January-March 2017
|
|---|---|
| Authors: | Kiygi-Calli, Meltem ; Weverbergh, Marcel ; Franses, Philip Hans |
| Published in: |
International journal of forecasting. - Amsterdam [u.a.] : Elsevier, ISSN 0169-2070, ZDB-ID 283943-X. - Vol. 33.2017, 1, p. 90-101
|
| Subject: | Advertising effectiveness | Advertising response | Aggregation | Normative and predictive validity | Werbewirkung | Advertising effects | Prognoseverfahren | Forecasting model | Werbung | Advertising | Theorie | Theory | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ijforecast.2016.06.005 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011754688