Lag structures in commodity advertising research

Jonq-Ying Lee and Mark G. Brown
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Jonq-Ying Lee: Florida Department of Citrus and Department of Food and Resource Economics, University of Florida, Postal: Florida Department of Citrus and Department of Food and Resource Economics, University of Florida
Mark G. Brown: Florida Department of Citrus and Department of Food and Resource Economics, University of Florida, Postal: Florida Department of Citrus and Department of Food and Resource Economics, University of Florida

Agribusiness, 1992, vol. 8, issue 2, 143-154

Abstract: This article 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 structures need to be differentiated from decay structures.

Date: 1992
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:wly:agribz:v:8:y:1992:i:2:p:143-154

DOI: 10.1002/1520-6297(199203)8:2<143::AID-AGR2720080206>3.0.CO;2-O

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