IDEAS home Printed from https://ideas.repec.org/a/kap/regeco/v6y1994i1p41-58.html
   My bibliography  Save this article

Advertising and Sales Promotion in Electricity

Author

Listed:
  • Lyman, R Ashley

Abstract

Pooled firm data for 1959-68 provide the first evidence that both advertising and sales promotion have been statistically significant in increasing residential electric demand. The results indicate that advertising is principally informational, that new customers are most likely to be influenced, and that the effectiveness of a given expenditure in stimulating average per customer demand decreases with the number of customers to be reached. Finally, the findings are consistent with a theory of optimal advertising-sales ratios. The Dorfman-Steiner Rule does not hold, but the evidence is that it should not be ruled out in some modified form. Copyright 1994 by Kluwer Academic Publishers

Suggested Citation

  • Lyman, R Ashley, 1994. "Advertising and Sales Promotion in Electricity," Journal of Regulatory Economics, Springer, vol. 6(1), pages 41-58, February.
    • Handle: RePEc:kap:regeco:v:6:y:1994:i:1:p:41-58
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Yuqing Zheng & Harry M. Kaiser, 2009. "Evaluating the effectiveness of generic advertising versus nonadvertising marketing activities on New York State milk markets," Agribusiness, John Wiley & Sons, Ltd., vol. 25(3), pages 351-368.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:kap:regeco:v:6:y:1994:i:1:p:41-58. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.