Dynamic Sensitivity of Sales to Advertising: A Case of Peanut Butter Industry

dc.contributor.author	Deodhar, Satish Y.
dc.contributor.author	Fletcher, S. M.
dc.date.accessioned	2010-08-18T06:41:41Z
dc.date.available	2010-08-18T06:41:41Z
dc.date.copyright	2000
dc.date.issued	2010-08-18T06:41:41Z
dc.identifier.uri	http://hdl.handle.net/11718/7646
dc.description.abstract	Brand and generic advertising is increasingly being used to promote food products. An important question is whether such generic and band advertising leads to increase in aggregate demand or simply brand substitution. Using error correction model, this note addresses the issue by estimating for long-run and short-run advertising sensitivity of demand for peanut butter. Results suggest that brand substitution may occur in the short-run and boost the aggregate demand in the long run.	en
dc.language.iso	en	en
dc.subject	Advertising	en
dc.subject	Agriculture	en
dc.title	Dynamic Sensitivity of Sales to Advertising: A Case of Peanut Butter Industry	en
dc.type	Cases and Notes	en

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