Adstock model

- Data Transformations: Once we get the
**Adstock****model**for each marketing channel by using the decays factor, create a scatter plot for all variables Vs Revenues. This gives us the idea of how each. imparts an infinite lag structure to this**model**, with the effect of the first**Adstock**term, approaching 0, as t tends to . This is a simple decay**model**, because it captures only the dynamic effect of ... - The impact that advertising has over consumer awareness and in turn on sales volume is called as
**Adstock**. It means stocking the advertising activity by integrating prior advertising expenditures... - The
**Adstock**and carryover**models**have an exponent for diminishing returns. The Hill functions covers that functionality for the Hill-**Adstock****model**.**Adstock**: Applies an infinite lag that decreases its weight as time passes. Hill-**Adstock**: Applies a sigmoid like function for diminishing returns to the output of the**adstock**function. - Impulse response functions via VAR
**models**are a great way to determine**AdStock**in an empirical manner. Alternatively, a simple ARDL**model**may do the trick - with the coefficients on the lag terms essentially mapping out the functional form of the**'AdStock'**Share Improve this answer answered Dec 11, 2018 at 0:21 Tom 1 Add a comment