Asymmetric advertising impact

Julien Schmitt, Ganaël Bascoul, Shuba Srinivasan

Research output: Chapter in Book/Published conference outputConference publication


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.
Original languageEnglish
Title of host publicationProceedings of the 39th European Marketing Academy Conference (EMAC)
Publication statusPublished - 2010
Event39th European Marketing Academy Conference (EMAC) - Copenhagen, Denmark
Duration: 1 Jun 20104 Jun 2010


Conference39th European Marketing Academy Conference (EMAC)

Bibliographical note



  • advertising
  • asymmetry
  • time-series
  • Vector Auto-Regressive models


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