THE LENGTH OF THE EFFECT OF AGGREGATE ADVERTISING ON AGGREGATE CONSUMPTION

Authors
SELDON BJ JUNG CH
Citation
Bj. Seldon et Ch. Jung, THE LENGTH OF THE EFFECT OF AGGREGATE ADVERTISING ON AGGREGATE CONSUMPTION, Economics letters, 48(2), 1995, pp. 207-211
Citations number
19
Categorie Soggetti
Economics
Journal title
Economics letters → ACNP
ISSN journal
01651765
Volume
48
Issue
2
Year of publication
1995
Pages
207 - 211
Database
ISI
SICI code
0165-1765(1995)48:2<207:TLOTEO>2.0.ZU;2-6
Abstract
We investigate the longevity of aggregate advertising effects on aggre gate consumption over the period 1947-1988, using updated methods. The effects appear to linger for nine years, raising further questions. P erhaps a return to this near-dormant area of research could be product ive.