Testing Distributed Lag Models of Advertising Effect
Journal of Marketing ResearchPublished 1 August 1972
Frank M. Bass, Darral G. Clarke
Citations182
SJR quartileQ1
SJR score6.96
SNIP2.42
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Abstract
This article deals with estimation and testing of six different distributed lag models, with an example given of sales and advertising data for a dietary weight control product. A distributed lag model more general than the frequently employed Koyck model is shown to be consistent with the evidence.
Keywords
Economics, Econometrics and FinanceBusiness, Management and Accounting
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