TITLE

Modeling Advertising-Sales Relationships Involving Feedback: A Time Series Analysis of Six Cereal Brands

AUTHOR(S)
Aaker, David A.; Carman, James M.; Jacobson, Robert
PUB. DATE
February 1982
SOURCE
Journal of Marketing Research (JMR);Feb1982, Vol. 19 Issue 1, p116
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
A time series analysis of the advertising-sales relationship is conducted for six cereal brands under the assumption that feedback is potentially present. This relationship is found to be very weak. The danger of applying a misspecified Koyck model is illustrated.
ACCESSION #
5005958

 

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