Spectral Analysis of Advertising-Sales Interaction: An Illustration.

Cross-spectral analysis is recognized as a powerful analytical tool for the analysis of time-varying behavior in a number of disciplines. Applications in business have been limited, however, and the potential usefulness of this new approach to time series analysis has received relatively little attention in advertising. The purpose of this paper is to explain cross-spectral analysis and illustrate the use of this new technique in studying the interaction between advertising and sales. [ABSTRACT FROM AUTHOR]