Predicting advertising expenditures using intention surveys

Karel Jan Alsem, Peter S.H. Leeflang

Research output: Contribution to journalArticleAcademic

Abstract

In this article we study the use of intention surveys to predict the effects of a possible entrant. The case under investigation deals with the introduction of private broadcasting in the Netherlands. Several predictions of the advertising expenditures in various media are given which depend on a number of scenarios. These scenarios are used to reduce the discrepancies between behavioural intentions and actual behaviour. The predictions of the most realistic scenario are compared with their realizations, and the differences are analyzed. To this end the prediction error is decomposed into an intention error and a sampling error. This decomposition offers good opportunities to analyze discrepancies between intentions and actual behaviour.
Original languageDutch
Pages (from-to)327-337
JournalInternational journal of forecasting
Volume10
Issue number2
DOIs
Publication statusPublished - Sep 1994
Externally publishedYes

Keywords

  • advertising
  • broadcasting
  • netherlands

Cite this

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title = "Predicting advertising expenditures using intention surveys",
abstract = "In this article we study the use of intention surveys to predict the effects of a possible entrant. The case under investigation deals with the introduction of private broadcasting in the Netherlands. Several predictions of the advertising expenditures in various media are given which depend on a number of scenarios. These scenarios are used to reduce the discrepancies between behavioural intentions and actual behaviour. The predictions of the most realistic scenario are compared with their realizations, and the differences are analyzed. To this end the prediction error is decomposed into an intention error and a sampling error. This decomposition offers good opportunities to analyze discrepancies between intentions and actual behaviour.",
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volume = "10",
pages = "327--337",
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Predicting advertising expenditures using intention surveys. / Alsem, Karel Jan; Leeflang, Peter S.H.

In: International journal of forecasting, Vol. 10, No. 2, 09.1994, p. 327-337.

Research output: Contribution to journalArticleAcademic

TY - JOUR

T1 - Predicting advertising expenditures using intention surveys

AU - Alsem, Karel Jan

AU - Leeflang, Peter S.H.

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AB - In this article we study the use of intention surveys to predict the effects of a possible entrant. The case under investigation deals with the introduction of private broadcasting in the Netherlands. Several predictions of the advertising expenditures in various media are given which depend on a number of scenarios. These scenarios are used to reduce the discrepancies between behavioural intentions and actual behaviour. The predictions of the most realistic scenario are compared with their realizations, and the differences are analyzed. To this end the prediction error is decomposed into an intention error and a sampling error. This decomposition offers good opportunities to analyze discrepancies between intentions and actual behaviour.

KW - adverteren

KW - omroepen

KW - nederland

KW - advertising

KW - broadcasting

KW - netherlands

U2 - 10.1016/0169-2070(94)90011-6

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EP - 337

JO - International journal of forecasting

JF - International journal of forecasting

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