Lag Structures in Commodity Advertising Research

This paper examines basic assumptions about the lag structure of advertising. Evidence suggests for frequently consumed commodities, the lag structure is probably a monotonic decreasing function. Confusion may exist over what advertising variables to analyze and what shape the lag structure should take. Cumulative structure need to be differentiated from decay structures.


Issue Date:
Aug 05 1990
Publication Type:
Conference Paper/ Presentation
Record Identifier:
http://ageconsearch.umn.edu/record/271019
Language:
English
Total Pages:
15




 Record created 2018-04-09, last modified 2018-04-09

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