Using a simple market model and Frisch's duality relation, this report develops propositions about the relationship between advertising and the market demand elasticity that may prove useful in empirical research. In particular, we find that a parallel shift in a linear demand function always...

A two-stage Rotterdam model is estimated to determine the effects of advertising on the demand for non-alcoholic beverages in the United States. Results suggest that advertising has no effect on the demand for non-alcoholic beverages taken as a group. However, the hypothesis that advertising has...