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Lag structures in commodity advertising research

Author

Listed:
  • Jonq-Ying Lee

    (Florida Department of Citrus and Department of Food and Resource Economics, University of Florida)

  • Mark G. Brown

    (Florida Department of Citrus and Department of Food and Resource Economics, University of Florida)

Abstract

This article examines basic assumptions about the lag structure of advertising. Evidence suggests for frequently consumed commodities, the lag structure is probably a monotonic decreasing function. Confusion may exist over what advertising variables to analyze and what shape the lag structure should take. Cumulative structures need to be differentiated from decay structures.

Suggested Citation

  • Jonq-Ying Lee & Mark G. Brown, 1992. "Lag structures in commodity advertising research," Agribusiness, John Wiley & Sons, Ltd., vol. 8(2), pages 143-154.
    • Handle: RePEc:wly:agribz:v:8:y:1992:i:2:p:143-154
    DOI: 10.1002/1520-6297(199203)8:2<143::AID-AGR2720080206>3.0.CO;2-O
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    References listed on IDEAS

    as
    1. Eithan Hochman & Uri Regev & Ronald W. Ward, 1974. "Optimal Advertising Signals in the Florida Citrus Industry: A Research Application," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 56(4), pages 697-705.
    2. Stanley R. Thompson & Doyle A. Eiler, 1975. "Producer Returns from Increased Milk Advertising," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 57(3), pages 505-508.
    3. Ronald W. Ward, 1975. "Revisiting the Dorfman-Steiner Static Advertising Theorem: An Application to the Processed Grapefruit Industry," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 57(3), pages 500-504.
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    Cited by:

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    2. Sylvie Tchumtchoua & Ronald W. Cotterill, 2010. "Optimal Brand and Generic Advertising Policies in a Dynamic Differentiated Product Oligopoly," Food Marketing Policy Center Research Reports 126, University of Connecticut, Department of Agricultural and Resource Economics, Charles J. Zwick Center for Food and Resource Policy.
    3. James Fogarty, 2010. "The Demand For Beer, Wine And Spirits: A Survey Of The Literature," Journal of Economic Surveys, Wiley Blackwell, vol. 24(3), pages 428-478, July.
    4. Ding, Lily & Kinnucan, Henry W., 1996. "Market Allocation Rules For Nonprice Promotion With Farm Programs: U.S. Cotton," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 21(2), pages 1-17, December.
    5. Capps, Oral, Jr. & Williams, Gary W., 2006. "The Economic Effectiveness of the Cotton Checkoff Program," Reports 90753, Texas A&M University, Agribusiness, Food, and Consumer Economics Research Center.
    6. Pritchett, James G. & Liu, Donald J. & Kaiser, Harry M., 1998. "Optimal Choice Of Generic Milk Advertising Expenditures By Media Outlet," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 23(1), pages 1-15, July.
    7. Williams, Gary W. & Capps, Oral, Jr. & Palma, Marco A., 2007. "Effectiveness of Marketing Order 906 in Promoting Sales of Texas Grapefruit and Oranges," Reports 90752, Texas A&M University, Agribusiness, Food, and Consumer Economics Research Center.

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