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| Zheng, Yuqing; Kinnucan, Henry W.; Kaiser, Harry M.. |
| Advertising can rotate the demand curve if it changes the dispersion of consumers valuations. We provide an elasticity form measure of the advertising-induced demand curve rotation in five demand models and test for its presence in the U.S. non-alcoholic beverage market. The AIDS model reveals that doubling advertising spending rotates the demand curves clockwise for milk, and coffee and tea with associated slope changes of 7.3% and 11.6%. Soft-drink advertising rotates its demand curve counterclockwise. Our policy suggestion is that milk and soft-drink firms might enhance profits by timing advertising to coincide with high- and low-price periods, respectively. |
| Tipo: Conference Paper or Presentation |
Palavras-chave: Demand and Price Analysis. |
| Ano: 2007 |
URL: http://purl.umn.edu/9938 |
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| Zheng, Yuqing; Kinnucan, Henry W.. |
| Building on earlier work by Cramer, this paper tests for price-advertising interaction effects in the U.S. non-alcoholic beverage market. Full and restricted specifications of the Rotterdam model are tested along with compensated and first difference double-log models using annual time-series data for the period 1970-2000. Results are mixed in that the full Rotterdam and first difference double-log models fail to reject the null hypothesis of no rotation while the restricted Rotterdam and compensated double-log models indicate rejection. One reason for the ambiguous results may be multicollinearity problems associated with the unrestricted models. Still, our overall conclusion is that there is little solid evidence to suggest that generic advertising... |
| Tipo: Conference Paper or Presentation |
Palavras-chave: Marketing. |
| Ano: 2004 |
URL: http://purl.umn.edu/20391 |
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| Zheng, Yuqing; Kaiser, Harry M.. |
| As a first effort at modeling nonalcoholic beverage demand in a systemwide framework that includes bottled water, this article examines the impact of advertising on the demand for nonalcoholic beverages in the United States. We employed an AIDS (almost ideal demand system) model of five jointly estimated equations that included advertising expenditures as explanatory variables to evaluate annual U.S. consumption of nonalcoholic beverages for 1974 through 2005. Results suggest that advertising increases demand for fluid milk, soft drinks, and coffee and tea, but not for juice or bottled water. Advertising spillover effects occur in over 50 percent of the cases considered, and such effects can be substantial, particularly for advertising of soft drinks, and... |
| Tipo: Journal Article |
Palavras-chave: Advertising; Demand; Elasticity; Nonalcoholic beverages; Demand and Price Analysis. |
| Ano: 2008 |
URL: http://purl.umn.edu/45658 |
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