CUMULATIVE ADVERTISING EFFECTS: THE ROLE OF SERIAL CORRELATION*

Franklin S. Houston · Doyle L. Weiss

44 citations0/0 files storedDecision Sciences

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

Abstract

Since its publication, Palda's [12] initial work which supported the existence of a lagged relationship between advertising expenditures and sales has been frequently discussed and criticized. That criticism has been directed at both methodological and structural issues. This paper is an attempt to answer some of the questions which have been raised regarding the structural issues concerning the role of autocorrelation in Palda's results and to develop the implications of these structural issues for the marketing manager.

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References

1961A Model for Predictive Measurements of Advertising Effectiveness 1971Marketing Decision Making: A Model Building Approach 1972Testing Distributed Lag Models of Advertising Effect 1973The Economics of Advertising.1965The Measurement of Cumulative Advertising Effects 1972Multivariate Analysis of Sales Responses of Competing Brands to Advertising 1962The Demand for Branded Goods as Estimated From Consumer Panel Data 1962Mathematical Models and Methods in Marketing

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1980Bivariate time-series analysis of the relationship between advertising and sales 1980Feedback Approaches to Modeling Structural Shifts in Market Response 1983The Effects of Serial Correlation and Data Aggregation on Advertising Measurement 1990Analysis of Cooperative Advertising Expenditures: A Transfer-Function Modeling Approach 1980Testing Cumulative Advertising Effects: A Comment on Methodology 1982On the Econometric Measurement of the Duration of Advertising Effect on Sales

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