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The long memory of newspapers' subscriptions : between the short-run and persistence response

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dc.affiliation.dptoUC3M. Departamento de Economía de la Empresaes
dc.contributor.authorEsteban-Bravo, Mercedes
dc.contributor.authorVidal-Sanz, Jose M.
dc.contributor.editorUniversidad Carlos III de Madrid. Departamento de Economía de la Empresa
dc.date.accessioned2007-09-12T18:04:15Z
dc.date.available2007-09-12T18:04:15Z
dc.date.issued2007-09
dc.description.abstractThe mainstream of marketing time series analysis has shifted from classical short-range dependence (ARMA, transfer functions and VAR models). However, in cases where purchase decisions entail some commitment (e.g., a subscription selling periodic use of a product or service), sales response entails a long-term effect is not permanent. Long-memory assumes that shocks to a time series have neither a persistent nor a short-run transitory effect, but that they last for a long time and decay slowly with time. Many marketing policies face a short-memory response at the individual customer level but display a considerable degree of persistence at the aggregate level. The aggregation of short-run individual decisions made by heterogeneous customers can show a long-memory pattern. In today's highly competitive newspaper industry, loyal, ongoing customers are a key to obtain stable and long-term profits. Often newspapers obtain a loyal customer base through subscriptions. This paper proposes a long-memory model to study the long-term sales response dynamics in subscription markets. The model accounts for the heterogeneity of the individual responses and distinguishes between both trend and long-memory components pattern of subscriptions. This model permits more accurate predictions of subscription sales than those obtained using persistence models
dc.format.extent362826 bytes
dc.format.mimetypeapplication/pdf
dc.identifier.repecwb076411
dc.identifier.urihttps://hdl.handle.net/10016/940
dc.language.isoeng
dc.language.isoeng
dc.relation.ispartofseriesUC3M Working papers. Business Economics
dc.relation.ispartofseries07-11
dc.rights.accessRightsopen access
dc.subject.ecienciaEmpresa
dc.subject.jelM3
dc.subject.jelC22
dc.subject.jelC53
dc.subject.otherLong-memory
dc.subject.otherPersistence
dc.subject.otherTime Series
dc.subject.otherSubscription markets
dc.subject.otherNewspapers
dc.titleThe long memory of newspapers' subscriptions : between the short-run and persistence response
dc.typeworking paper*
dspace.entity.typePublication
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