Affiliation:
1. University of Illinois.
Abstract
This study estimates the revenue and profit generated by increments of advertising expenditures for liquor brands. Various distributed-lag regressions were fitted to ten-year periods for 15 brands ranging from small to largest. Found were annual retention rates around .75, and a logarithmic response function. Perhaps most important, this technique, pioneered by Telser and Palda, is again found useful.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
21 articles.
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