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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

Abstract: 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)
Date: 1979
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DOI: 10.22004/ag.econ.148398

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