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| Chung, Chanjin; Kaiser, Harry M.. |
| This article develops a varying-parameter advertising model which specifies advertising parameters as a function of variables representing advertising strategies and market environments to explain the varying nature of the advertising responses. Unlike prior models, this model allows researchers to examine the sources of change in advertising effectiveness over time. The model is applied to the New York City fluid milk market for the period from January 1986 through June 1995. Results indicate that advertising strategies and market environments play important roles in determining advertising effectiveness. Particularly, demographic factors were more important than economic factors. The results also suggest that when a market is in an unfavorable or... |
| Tipo: Working Paper |
Palavras-chave: Determinants; Generic advertising effectiveness; Milk; Time-varying parameters; Marketing. |
| Ano: 1998 |
URL: http://purl.umn.edu/122689 |
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| Duffy, Patricia A.; Shalishali, Kasazi; Kinnucan, Henry W.. |
| An expected utility model that includes output price and yield uncertainty was used to estimate cotton, corn, and soybean acreage response equations for the Southeast. The model appeared to fit the soybean and corn data well, resulting in own-price elasticity estimates of 0.317 for corn and 0.727 for soybeans. When applied to cotton acreage, however, the model did not yield satisfactory results. When elasticity was allowed to change over time, however, statistical results for the cotton equation improved, yielding an own-price elasticity of 0.915 at data means. |
| Tipo: Journal Article |
Palavras-chave: Government programs; Acreage response; Expected utility; Time-varying parameters; Crop Production/Industries. |
| Ano: 1994 |
URL: http://purl.umn.edu/15163 |
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