Эксоцман
на главную поиск contacts

On the Estimation of Advertising Effects for Branded Products: An Application to Spaghetti Sauces

Опубликовано на портале: 28-04-2005
Journal of Agricultural and Applied Economics. 1997.  Vol. 29. No. 2. P. 291-302. 
Using IRI Infoscan data pertaining to six types of spaghetti sauces and employing an extension of the demand systems framework developed by Duffy, estimates are obtained of own-price, cross-price, and total expenditure elasticities as well as own- and cross-product advertising elasticities. We augment the Duffy model through the use of a polynomial inverse lag mechanism to deal with the carryover effects of advertising. We also account for the impacts of features in newspaper fliers, in-store displays, and coupons. Advertising efforts by industry leaders in spaghetti sauce produce positive own-advertising elasticities (ranging from .000058 to .0168) and negative cross-advertising elasticities (ranging from –.000003 to –.0094). Own-price elasticities are in the elastic range, and nearly all compensated cross-price effects are positive, indicative of Hicksian substitutes.

Ссылки
статей http://www.agecon.uga.edu/~jaae/jaae.htm
BiBTeX
RIS
Ключевые слова

См. также:
Surajudeen O. Olowolayemo, Neil R. Martin, Jennie E. Raymond
Journal of Food Distribution Research. 1993.  Vol. 24. No. 2.
[Статья]
Александр Григорьевич Гранберг
Регион: экономика и социология. 2007.  № 1. С. 87-107. 
[Статья]
Raed F. Hattar, James R. Bacon, Ulrich C. Toensmeyer, C. M. Gempesaw
Journal of Food Distribution Research. 1994.  Vol. 25. No. 1.
[Статья]
Marianne McGarry Wolf
Journal of Food Distribution Research. 2000.  Vol. 31. No. 1. P. 198-203. 
[Статья]
J. Michael Harris, Noel Blisard
Journal of Food Distribution Research. 2001.  Vol. 32. No. 1. P. 65-73. 
[Статья]
Julie A. Bunn
Journal of Agricultural and Applied Economics. 1998.  Vol. 30. No. 2. P. 339-351. 
[Статья]