Affiliation:
1. Brigham Young University.
Abstract
A survey of the econometric literature is undertaken to determine the duration of cumulative advertising effect on sales. The surveyed studies yield conflicting estimates of the duration interval. The data interval is shown to have a powerful influence on the implied duration of advertising effect. The evidence leads to the conclusion that the cumulative effect of advertising on sales lasts for only months rather than years.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
170 articles.
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