A Simultaneous Equation Regression Study of Advertising and Sales of Cigarettes.

Authors :: Bass, Frank M.
Source :: Journal of Marketing Research (JMR); Aug1969, Vol. 6 Issue 3, p291-300, 10p, 2 Charts, 3 Graphs
Publication Year :: 1969
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 nonfilter cigarette brands, we could not reject a model in which the advertising elasticity for filter brands is substantially greater than that for nonfilter brands. [ABSTRACT FROM AUTHOR]

Subjects :: REGRESSION analysis
CIGARETTES
MARKETING management
SALES
CIGARETTE advertising
PRODUCT management
CIGARETTE industry
TOBACCO industry
ELASTICITY (Economics)

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