CUMULATIVE ADVERTISING EFFECTS: THE ROLE OF SERIAL CORRELATION; A REPLY

Darral G. Clarke · John M. McCann

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Marketing and Advertising Strategies Consumer Market Behavior and Pricing Forecasting Techniques and Applications

Abstract

ABSTRACT In a recent paper, Houston and Weiss applied a non‐linear estimation procedure to a serial correlation model of advertising effect. Although the methodology is interesting, their conclusions, based on the annual Lydia Pinkham data, are in error. This paper locates the source of the error and corrects the conclusions. It also applies the Houston and Weiss methodology to the monthly Lydia Pinkham data with interesting results.

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1976Econometric Measurement of the Duration of Advertising Effect on Sales 1955Distributed Lags and Investment Analysis.1975CUMULATIVE ADVERTISING EFFECTS: THE ROLE OF SERIAL CORRELATION*

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1982The Impact of Advertising on Markets 1984Estimation and Testing of a Dynamic Sales Response Model with Data Aggregated over Time: Some Results for the Autoregressive Current Effects Model 1982Measuring Dynamic Marketing Mix Interactions Using Translog Functions

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