| Registro completo |
| Provedor de dados: |
AgEcon
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| País: |
United States
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| Título: |
ON THE ESTIMATION OF ADVERTISING EFFECTS FOR BRANDED PRODUCTS: AN APPLICATION TO SPAGHETTI SAUCES
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| Autores: |
Capps, Oral, Jr.
Seo, Seong-Cheon
Nichols, John P.
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| Data: |
2003-01-30
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| Ano: |
1997
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| Palavras-chave: |
Advertising effects
Demand systems
IRI Infoscan data
Polynomial inverse lag
Rotterdam model
Marketing
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| Resumo: |
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 -.000003 to -.0094). Own-price elasticities are in the elastic range, and nearly all compensated cross-price effects are positive, indicative of Hicksian substitutes.
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| Tipo: |
Journal Article
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| Idioma: |
Inglês
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| Identificador: |
6945
http://purl.umn.edu/15054
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| Editor: |
AgEcon Search
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| Relação: |
Journal of Agricultural and Applied Economics>Volume 29, Number 02, December 1997
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| Formato: |
12
application/pdf
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