Modeling Advertising-Sales Relationships Involving Feedback: A Time Series Analysis of Six Cereal Brands-Reference-Cited by-同舟云学术

Modeling Advertising-Sales Relationships Involving Feedback: A Time Series Analysis of Six Cereal Brands

Published:1982-02 Issue:1 Volume:19 Page:116-125
ISSN:0022-2437
Container-title:Journal of Marketing Research
language:en
Short-container-title:Journal of Marketing Research

Author:

Aaker David A.¹,Carman James M.¹,Jacobson Robert¹

Affiliation:

1. University of California at Berkeley.

Abstract

A time series analysis of the advertising-sales relationship is conducted for six cereal brands under the assumption that feedback is potentially present. This relationship is found to be very weak. The danger of applying a misspecified Koyck model is illustrated.

Publisher

SAGE Publications

Subject

Marketing,Economics and Econometrics,Business and International Management

Link

http://journals.sagepub.com/doi/pdf/10.1177/002224378201900111

Reference37 articles.

1. Canonical Correlation Analysis of Time Series and the Use of an Information Criterion

2. On the structure of moving average processes

3. Testing Distributed Lag Models of Advertising Effect

4. A Stochastic Brand Choice Framework for Econometric Modeling of Time Series Market Share Behavior

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