A Simultaneous Equation Regression Study of Advertising and Sales of Cigarettes
Open Access
- 1 August 1969
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 6 (3) , 291-300
- https://doi.org/10.1177/002224376900600304
Abstract
This article demonstrates the application of simultaneous equation regression methods in analyzing limited time series data for sales and advertising. In testing a model with sales and advertising relationships for filter and non-filter cigarette brands, we could not reject a model in which the advertising elasticity for filter brands is substantially greater than that for nonfilter brands.Keywords
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