Advertising Effectiveness and Coefficient Variation Over Time
Ronald W. Ward and
Lester H. Myers
Journal of Agricultural Economics Research, 1979, vol. 31, issue 1, 11
Changes over time in consumer demand, influenced by advertising, may not be accounted for in traditional, fixed parameter explanatory and forecasting models. A distributed lagged advertising model was developed and tested with coefficients that had random and systematic adjustments. A variable coefficient model clearly captured the dynamic effects of advertising on consumer demand.
Keywords: Agricultural and Food Policy; Research and Development/Tech Change/Emerging Technologies; Research Methods/ Statistical Methods (search for similar items in EconPapers)
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