Advertising wearout, defined as the declining effectiveness of a commercial or campaign associated with increased exposure, is examined from a generic advertising perspective. Generic advertising campaigns of the type typically undertaken by agricultural commodity groups differ from branded...

This article evaluates the relative merits of advertising expenditures and gross rating points (GRPs) as alternative measures of advertising exposure. Theoretically, GRPs and appropriately deflated advertising expenditures should provide identical representations of exposure. This hypothesis was...

Graphical analysis is used to demonstrate the effects of an advertising excise tax on price, output, and welfare. Results indicate the costs of advertising check-off programs in general are not borne entirely by producers but rather are passed on in part to consumers in the form of higher retail...

The performance of restricted estimators such as Almon and Shiller in modeling advertising carryover is tested and compared to the unrestricted OLS estimator, using 1971-1988 monthly New York City fluid milk market data. Results indicate that in the absence of autocorrelation and...