Lagged effect of TV advertising on sales of an intermittently advertised product
This study is an empirical evaluation of the dynamic effect of intermittent television ad placements on the sales of a consumer product using three classes of distributed lag models. The study is also geared to analytically determine the duration of advertising effects and the dependability of the f...
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| Format: | text |
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Animo Repository
2008
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| Online Access: | https://animorepository.dlsu.edu.ph/faculty_research/949 https://animorepository.dlsu.edu.ph/context/faculty_research/article/1948/type/native/viewcontent/ber.v18i1.694 |
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| Institution: | De La Salle University |
| Summary: | This study is an empirical evaluation of the dynamic effect of intermittent television ad placements on the sales of a consumer product using three classes of distributed lag models. The study is also geared to analytically determine the duration of advertising effects and the dependability of the firm's pulsing type of advertising strategy. Empirical results support the soundness of the company's strategy. Maximum duration of advertising effect is estimated at six months, which is about the largest number of consecutive months the product was not seen on TV during the sample period. © 2008 De La Salle University, Philippines. |
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