Lag Structures in Commodity Advertising Research

Jonq-Ying Lee and Mark G. Brown

No 271019, 1990 Annual meeting, August 5-8, Vancouver, Canada from American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association)

Abstract: This paper examines basic assumptions about the lag structure of advertising. Evidence suggests for frequently consumed commodities, the lag structure is probably a monotonic decreasing function. Confusion may exist over what advertising variables to analyze and what shape the lag structure should take. Cumulative structure need to be differentiated from decay structures.

Keywords: Marketing; Research and Development/Tech Change/Emerging Technologies (search for similar items in EconPapers)
Pages: 15
Date: 1990-08-05
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Persistent link: https://EconPapers.repec.org/RePEc:ags:aaea90:271019

DOI: 10.22004/ag.econ.271019

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