ON THE ESTIMATION OF ADVERTISING EFFECTS FOR BRANDED PRODUCTS: AN APPLICATION TO SPAGHETTI SAUCES

Vista sencilla de ítem
dc.creatorCapps, Oral, Jr.
dc.creatorSeo, Seong-Cheon
dc.creatorNichols, John P.
dc.date2017-04-01T17:39:23Z
dc.date.accessioned2026-07-09T03:12:52Z
dc.descriptionUsing IRI Infoscan data pertaining to six types of spaghetti sauces and employing an extension of the demand systems framework developed by Duffy, estimates are obtained of own-price, cross-price, and total expenditure elasticities as well as own- and cross-product advertising elasticities. We augment the Duffy model through the use of a polynomial inverse lag mechanism to deal with the carryover effects of advertising. We also account for the impacts of features in newspaper fliers, in-store displays, and coupons. Advertising efforts by industry leaders in spaghetti sauce produce positive own-advertising elasticities (ranging from -.000003 to -.0094). Own-price elasticities are in the elastic range, and nearly all compensated cross-price effects are positive, indicative of Hicksian substitutes.
dc.identifierdoi:10.22004/ag.econ.15054
dc.identifierhttps://ageconsearch.umn.edu/record/15054/files/29020291.pdf
dc.identifierhttp://ageconsearch.umn.edu/record/15054
dc.identifier.urihttp://hdl.handle.net/123456789/528589
dc.languageeng
dc.publisher
dc.sourcehttp://ageconsearch.umn.edu/record/15054
dc.titleON THE ESTIMATION OF ADVERTISING EFFECTS FOR BRANDED PRODUCTS: AN APPLICATION TO SPAGHETTI SAUCES
dc.typeText

Archivos

Colecciones

University of Minnesota