Advertising Effectiveness and Coefficient Variation Over Time
No hay miniatura disponible
Fecha
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Resumen
Descripción
Changes over time in consumer demand,
influenced by advertising, may not be
accounted for in traditional, fixed parameter
explanatory and forecasting models.
A distributed lagged advertising model was
developed and tested with coefficients that
had random and systematic adjustments.
A variable coefficient model clearly captured
the dynamic effects of advertising
on consumer demand.