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Advertising Effectiveness and Coefficient Variation Over Time

Author

Listed:
  • Ward, Ronald W.
  • Myers, Lester H.

Abstract

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.

Suggested Citation

  • Ward, Ronald W. & Myers, Lester H., 1979. "Advertising Effectiveness and Coefficient Variation Over Time," Journal of Agricultural Economics Research, United States Department of Agriculture, Economic Research Service, vol. 31(1), pages 1-11, January.
    • Handle: RePEc:ags:uersja:148398
    DOI: 10.22004/ag.econ.148398
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    Citations

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    Cited by:

    1. Kinnucan, Henry W. & Chang, Hui-Shung (Christie) & Venkateswaran, Meenakshi, 1993. "Generic Advertising Wearout," Review of Marketing and Agricultural Economics, Australian Agricultural and Resource Economics Society, vol. 61(03), pages 1-15, December.
    2. Longen, Kathryn A. & Claffey, Barbara A., 1981. "The Food Stamp Program as a Categorical Grant: Impact on Participation and Costs," 1981 Annual Meeting, July 26-29, Clemson, South Carolina 279330, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    3. Sun, Theresa Y. & Blisard, Noel & Blaylock, James R., 1995. "An Evaluation of Fluid Milk and Cheese Advertising, 1978-93," Technical Bulletins 156767, United States Department of Agriculture, Economic Research Service.
    4. Reberte, J. Carlos & Kaiser, Harry M. & Lenz, John E. & Forker, Olan D., 1996. "Generic Advertising Wearout: The Case Of The New York City Fluid Milk Campaign," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 21(2), pages 1-11, December.
    5. Blisard, Noel & Blaylock, James R. & Smallwood, David, 1996. "Fluid Milk and Cheese Advertising," Staff Reports 278800, United States Department of Agriculture, Economic Research Service.
    6. Grigsby, S. Elaine, 1985. "Empirical, Analytical, And Measurement Issues In Evaluating Effectiveness Of Advertising And Commodity Promotion Programs: Cross-Section And Pooled Analysis," Research on Effectiveness of Agricultural Commodity Promotion, April 9-10, 1985, Arlington, Virginia 279493, Regional Research Projects > NECC-63: Research Committee on Commodity Promotion.
    7. Kim, Hyeyoung & Ward, Ronald W., 2010. "Price Transmission throughout the U.S. Food Distribution System," 2010 Annual Meeting, February 6-9, 2010, Orlando, Florida 56480, Southern Agricultural Economics Association.
    8. Ronald W. Ward & Julio Chang & Stan Thompson, 1985. "Commodity advertising: Theoretical issues relating to generic and brand promotions," Agribusiness, John Wiley & Sons, Ltd., vol. 1(4), pages 269-276.
    9. Ward, Ronald W. & Chang, Julio, 1985. "Theoretical Issues Relating To Generic And Brand Advertising On Agricultural Commodities," Research on Effectiveness of Agricultural Commodity Promotion, April 9-10, 1985, Arlington, Virginia 279491, Regional Research Projects > NECC-63: Research Committee on Commodity Promotion.
    10. Jonq-Ying Lee & Mark G. Brown & Gary F. Fairchild, 1989. "Some observations on the impact of advertising on demand," Agribusiness, John Wiley & Sons, Ltd., vol. 5(6), pages 607-618.
    11. Tilley, Daniel S., 1980. "Partial Systems Of Demand Functions," 1980 Annual Meeting, July 27-30, Urbana-Champaign, Illinois 278915, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    12. Lee, Jonq-Ying & Brown, Mark G., 1990. "Lag Structures in Commodity Advertising Research," 1990 Annual meeting, August 5-8, Vancouver, Canada 271019, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    13. Blaylock, James R. & Blisard, William N., 1990. "Effects of Advertising on the Demand for Cheese, January 1982-June 1989," Staff Reports 278346, United States Department of Agriculture, Economic Research Service.
    14. Girapunthong, Napaporn & VanSickle, John J. & Renwick, Alan W., 2003. "Price Asymmetry In The United States Fresh Tomato Market," Journal of Food Distribution Research, Food Distribution Research Society, vol. 34(3), pages 1-9, November.
    15. Noel Blisard & James R. Blaylock, 1992. "A double-hurdle approach to advertising: The case of cheese," Agribusiness, John Wiley & Sons, Ltd., vol. 8(2), pages 109-120.
    16. Othman, Jamal B. & McIntosh, Christopher S. & Houston, Jack B., 1994. "Price Competition And Informational Product Differentiation Effectiveness: The Case Of Edible Vegetable Oils In The U.S," 1994 Annual Meeting, August 7-10, San Diego, California 271417, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    17. Blisard, Noel & Blayney, Donald P. & Chandran, Ram & Allshouse, Jane E., 1999. "Analyses of Generic Dairy Advertising, 1984-97," Technical Bulletins 33554, United States Department of Agriculture, Economic Research Service.
    18. Holloway Garth J. & Aydogus Osman, 2004. "Promotion Carryover as a Missing-Data Problem," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 2(1), pages 1-18, February.
    19. Wu, Jeremy S. & Kesecker, Kevin M. & Meinhold, Richard J., 1985. "Discussion On Analytical, Empirical, And Measurement Issues In Evaluating Advertising Program Effectiveness," Research on Effectiveness of Agricultural Commodity Promotion, April 9-10, 1985, Arlington, Virginia 279525, Regional Research Projects > NECC-63: Research Committee on Commodity Promotion.
    20. Blisard, William N. & Sun, Theresa & Blaylock, James R., 1991. "Effects of Advertising on the Demand for Cheese and Fluid Milk," Staff Reports 278603, United States Department of Agriculture, Economic Research Service.
    21. Costa, Ecio de Farias & Epperson, James E. & Huang, Chung L. & McKissick, John C., 2002. "Impacts Of Advertising And Promotion On The Demand For Scanned Purchases Of Vidalia Onions," Journal of Food Distribution Research, Food Distribution Research Society, vol. 33(1), pages 1-10, March.

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