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ON THE ESTIMATION OF ADVERTISING EFFECTS FOR BRANDED PRODUCTS: AN APPLICATION TO SPAGHETTI SAUCES AgEcon
Capps, Oral, Jr.; Seo, Seong-Cheon; Nichols, John P..
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...
Tipo: Journal Article Palavras-chave: Advertising effects; Demand systems; IRI Infoscan data; Polynomial inverse lag; Rotterdam model; Marketing.
Ano: 1997 URL: http://purl.umn.edu/15054
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The Impact of Pork Advertising on US Meat Demand in the Presence of Competing Beef Advertising and Food Safety Events AgEcon
Piggott, Nicholas E.; Zhen, Chen; Beach, Robert H.; Wolhlgenant, Michael K..
We examine the effects of domestic advertising and promotion expenditures on meat demand, extending previous efforts in several areas, including the use of more recent data, employing a complete demand system and simultaneously measuring the impacts of generic pork and beef advertising and food safety information on the demand for beef, pork, and poultry. Using the Generalized Almost Ideal Demand System (GAIDS), own- and cross- beef and pork advertising and own- and cross- beef, pork, and poultry food safety effects are measured jointly and consistently. To allow for a more complex dynamic response of advertising and food safety effects, the flexible distributed lag technique of Mitchell and Speaker (1986) is employed. The coefficients on pork advertising...
Tipo: Conference Paper or Presentation Palavras-chave: Food safety; Generalized Almost Ideal Demand System; Generic advertising; Meat demand; Polynomial inverse lag; Demand and Price Analysis; Food Consumption/Nutrition/Food Safety.
Ano: 2007 URL: http://purl.umn.edu/9235
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