In this study, the authors conduct a systematic investigation on the evolution in the effectiveness of two important marketing mix instruments, advertising and price, over the business cycle. Analyses are based on 163 branded products in 37 mature CPG categories in the UK, and this for a period...

In this study, the authors conduct a systematic investigation on the evolution in the effectiveness of two important marketing mix instruments, advertising and price, over the business cycle. Analyses are based on 163 branded products in 37 mature CPG categories in the UK, and this for a period...

In many categories consumers display cyclical buying: they repeatedly purchase in the category for several periods, followed by several periods of not buying. We believe that the cyclicality is a manifestation of cross-category substitution by the consumer, caused by “variety seeking”...