Advertising Effectiveness and Coefficient Variation Over Time

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.

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Year of publication:	1979
Authors:	Ward, Ronald W. ; Myers, Lester H.
Published in:	Agricultural Economics Research. - Economic Research Service. - 1979, 1
Publisher:	Economic Research Service
Subject:	Variable coefficients \| Advertising \| Demand \| Agricultural and Food Policy \| Research and Development/Tech Change/Emerging Technologies \| Research Methods/ Statistical Methods

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Extent:	application/pdf
Type of publication:	Article
Source:	RePEc - Research Papers in Economics

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