Advertising effectiveness and coefficient variation over time
1979
Ward, R.W. | Myers, L.H.
Extract: Changes over time in consumer demand, influenced by advertising, may not be accounted for in traditional, fixed parameter explanatory and forecasting models. A distributed lagged advertising model was developed and tested with coefficients that had random and systematic adjustments. A variable coefficient model clearly captured the dynamic effects of advertising on consumer demand.
Показать больше [+] Меньше [-]Ключевые слова АГРОВОК
Библиографическая информация
Эту запись предоставил National Agricultural Library
