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Lag structures in commodity advertising research

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.
Year of publication:
1992
Authors: Lee, Jonq-Ying ; Brown, Mark G.
Published in:
Agribusiness. - John Wiley & Sons, Ltd., ISSN 0742-4477. - Vol. 8.1992, 2, p. 143-154
Publisher: John Wiley & Sons, Ltd.
Type of publication: Article
Source:
Persistent link: https://www.econbiz.de/10008570384
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