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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Main Author: Rufino, Cesar C.
Format: text
Published: Animo Repository 2008
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
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spelling oai:animorepository.dlsu.edu.ph:faculty_research-19482024-05-03T05:04:15Z Lagged effect of TV advertising on sales of an intermittently advertised product Rufino, Cesar C. 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. 2008-01-01T08:00:00Z text text/html https://animorepository.dlsu.edu.ph/faculty_research/949 info:doi/10.3860/ber.v18i1.694 https://animorepository.dlsu.edu.ph/context/faculty_research/article/1948/type/native/viewcontent/ber.v18i1.694 Faculty Research Work Animo Repository
institution De La Salle University
building De La Salle University Library
continent Asia
country Philippines
Philippines
content_provider De La Salle University Library
collection DLSU Institutional Repository
description 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.
format text
author Rufino, Cesar C.
spellingShingle Rufino, Cesar C.
Lagged effect of TV advertising on sales of an intermittently advertised product
author_facet Rufino, Cesar C.
author_sort Rufino, Cesar C.
title Lagged effect of TV advertising on sales of an intermittently advertised product
title_short Lagged effect of TV advertising on sales of an intermittently advertised product
title_full Lagged effect of TV advertising on sales of an intermittently advertised product
title_fullStr Lagged effect of TV advertising on sales of an intermittently advertised product
title_full_unstemmed Lagged effect of TV advertising on sales of an intermittently advertised product
title_sort lagged effect of tv advertising on sales of an intermittently advertised product
publisher Animo Repository
publishDate 2008
url 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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