Testing Cumulative Advertising Effects: A Comment on Methodology
Open Access
- 1 August 1980
- journal article
- other
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 17 (3) , 371-378
- https://doi.org/10.1177/002224378001700311
Abstract
Griliches’ test is not completely adequate for discriminating among several popular models of advertising effectiveness and, as a result, its use by several researchers in that area has produced inconclusive results. The authors review some past applications of Griliches’ test and develop a testing procedure which will properly discriminate between models of current and cumulative advertising effects. Finally, an empirical example of the proposed procedure is presented.Keywords
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