An Econometric Analysis of Advertising, Retail Availability, and Sales of a New Brand

Leonard J. Parsons

38 citations0/0 files storedManagement Science

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Consumer Market Behavior and Pricing Marketing and Advertising Strategies Supply Chain and Inventory Management

Abstract

This article is an exploratory study on the question: Does consumer advertising increase retail availability of a new product? Nerlove's procedure is used to estimate a dynamic model. Cross-section and time series data for one product class are pooled. The managerial implications of the model are discussed.

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References

1966Pooling Cross Section and Time Series Data in the Estimation of a Dynamic Model: The Demand for Natural Gas 1971Further Evidence on the Estimation of Dynamic Economic Relations from a Time Series of Cross Sections 1969Simultaneous-Equation Regression Analysis of Sales and Advertising

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2015Trends in optimization models of sales force management 1982Comments on "The Impact of Advertising on the Price of Consumer Products"1993Chapter 15 Marketing-mix models 1991A Pilot Test of Discrimination in the Japanese Distribution System 1994Product availability and market share in an oligopolistic market: the Dutch detergent market 2001Using cointegration analysis for modeling marketing interactions in dynamic environments: methodological issues and an empirical illustration 2007A Multilevel Approach to Retail Management Education: Integrating Customer and Supply Chain Perspectives 1993Marketing Strategies for Mature Products in a Rapidly Developing Country: A Contingency Approach

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