The Effect of Advertising on Liquor Brand Sales
Open Access
- 1 August 1969
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 6 (3) , 301-313
- https://doi.org/10.1177/002224376900600305
Abstract
This study estimates the revenue and profit generated by increments of advertising expenditures for liquor brands. Various distributed-lag regressions were fitted to ten-year periods for 15 brands ranging from small to largest. Found were annual retention rates around .75, and a logarithmic response function. Perhaps most important, this technique, pioneered by Telser and Palda, is again found useful.Keywords
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