Abstract:

There has been growing interest in recent years in the tracking of advertising effects on sales and brand awareness through the use of econometric techniques. Typically, however, these approaches using Koyck transformations suffer from the problem of autocorrelation within the data. This paper presents an alternative approach, commencing with the removal of systematic variations in the dependent variable through the use of ARIMA modelling techniques. The combined approach is termed ADTRAC. This paper presents three examples of ADTRAC modelling for a major national UK retailer.