Since 2014
Lagged Effect of TV Advertising on Sales of an Intermittently Advertised Product
DLSU Business & Economics Review
View Archive Info| Field | Value | |
| Title |
Lagged Effect of TV Advertising on Sales of an Intermittently Advertised Product
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| Creator |
Rufino, Cesar C; De La Salle University
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| Subject |
Economics
Television advertising, sales, distributed lag models, times series, econometrics |
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| Description |
This study is an empirical evaluation of the dynamic effect of intermittent television ad placements on the sales of a consumer product using three classes of distributed lag models. The study is also geared to analytically determine the duration of advertising effects and the dependability of the firm's pulsing type of advertising strategy. Empirical results support the soundness of the company's strategy. Maximum duration of advertising effect is estimated at six months, which is about the largest number of consecutive months the product was not seen on TV during the sample period. Keywords: Television advertising, sales, distributed lag models, times series, econometrics
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| Publisher |
De La Salle University
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| Contributor |
—
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| Date |
2008-11-24
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| Type |
Peer-reviewed Article
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| Format |
application/pdf
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| Identifier |
http://www.philjol.info/philjol/index.php/BER/article/view/694
10.3860/ber.v18i1.694 |
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| Source |
DLSU Business & Economics Review; Vol 18, No 1 (2008); 1-12
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| Language |
en
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| Coverage |
Philippines
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