Forecasting sales response for multiple time horizons and temporally aggregated data: A comparison of constant and stochastic coefficient models

Abstract

Past research on time-varying sales-response models emphasized the application of different estimation techniques in examining variation in advertising effectiveness over time. This study focuses on comparing sales forecasts using constant and stochastic coefficients sales-response models. Selected constant and stochastic coefficient models are applied to six sets of bimonthly and one set of annual advertising and sales data to assess forecasting accuracy for time horizons of various lengths. Results show improved forecasting accuracy for a first-order autoregressive stochastic coefficient model, particularly in short-run forecasting applications.