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Cointegration Analysis of the Advertising-Sales Relationship

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  • Baghestani, Hamid

Abstract

The examination of stochastic properties of the annual advertising and sales data from the Lydia Pinkham Company reveals that the series are cointegrated and, therefore, possess a long-run equilibrium condition. According to the estimates of the error correction model of the series, in the short-run advertising is found to be more responsive than sales in adjustments to eliminate departures from the long-run equilibrium condition. The author's analysis, in general, implies that the observed business firms' decision rules fixing advertising spending as a percentage of sales revenue may hold as a long-run equilibrium condition. Copyright 1991 by Blackwell Publishing Ltd.

Suggested Citation

  • Baghestani, Hamid, 1991. "Cointegration Analysis of the Advertising-Sales Relationship," Journal of Industrial Economics, Wiley Blackwell, vol. 39(6), pages 671-681, December.
    • Handle: RePEc:bla:jindec:v:39:y:1991:i:6:p:671-81
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    Citations

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    Cited by:

    1. G. Dekimpe, Marnik & Hanssens, Dominique M. & Silva-Risso, Jorge M., 1998. "Long-run effects of price promotions in scanner markets," Journal of Econometrics, Elsevier, vol. 89(1-2), pages 269-291, November.
    2. Gelper, Sarah & Wilms, Ines & Croux, Christophe, 2016. "Identifying Demand Effects in a Large Network of Product Categories," Journal of Retailing, Elsevier, vol. 92(1), pages 25-39.
    3. M.G. Dekimpe & D.M. Hanssens, 2005. "Persistence Models and Marketing Strategy," Review of Business and Economic Literature, KU Leuven, Faculty of Economics and Business (FEB), Review of Business and Economic Literature, vol. 0(5), pages 855-884.
    4. Francisco F. R. Ramos, 1996. "Causality Among Sales,Advertising and Prices: New Evidence from a Multivariate Cointegrated System," Econometrics 9612004, University Library of Munich, Germany.
    5. Germano, Fabrizio & Meier, Martin, 2013. "Concentration and self-censorship in commercial media," Journal of Public Economics, Elsevier, vol. 97(C), pages 117-130.
    6. Kiygi Calli, M. & Weverbergh, M. & Franses, Ph.H.B.F., 2008. "Modeling the Effectiveness of Hourly Direct-Response Radio Commercials," ERIM Report Series Research in Management ERS-2008-019-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    7. Kireyev, Pavel & Pauwels, Koen & Gupta, Sunil, 2016. "Do display ads influence search? Attribution and dynamics in online advertising," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 475-490.
    8. Ataman, B.M., 2007. "Managing brands," Other publications TiSEM 462dcbba-2ac1-46d1-a61c-f, Tilburg University, School of Economics and Management.
    9. Gijsenberg, Maarten J., 2014. "Going for gold: Investigating the (non)sense of increased advertising around major sports events," International Journal of Research in Marketing, Elsevier, vol. 31(1), pages 2-15.
    10. Sneha Sharma & Deepak Kapur, 2014. "Causality Relationship between Advertising Expenditure and Sales: A Study of Indian Service Sector," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 39(3), pages 275-292, August.
    11. repec:zwi:journl:v:6:y:2011:i:4:p:335-353 is not listed on IDEAS
    12. Vicente Esteve & Francisco Requena, 2006. "A Cointegration Analysis of Car Advertising and Sales Data in the Presence of Structural Change," International Journal of the Economics of Business, Taylor & Francis Journals, vol. 13(1), pages 111-128.
    13. Baghestani, Hamid, 2016. "Do gasoline prices asymmetrically affect US consumers’ economic outlook?," Energy Economics, Elsevier, vol. 55(C), pages 247-252.
    14. Hamid Baghestani & Polly Palmer, 2017. "On the dynamics of U.S. consumer sentiment and economic policy assessment," Applied Economics, Taylor & Francis Journals, vol. 49(3), pages 227-237, January.
    15. Dekimpe, M.G. & Hanssens, D.M., 2003. "Persistence Modeling for Assessing Marketing Strategy Performance," ERIM Report Series Research in Management ERS-2003-088-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    16. Caroline Elliott, 2001. "A Cointegration Analysis of Advertising and Sales Data," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 18(4), pages 417-426, June.
    17. Grewal, Rajdeep & Mills, Jeffrey A. & Mehta, Raj & Mujumdar, Sudesh, 2001. "Using cointegration analysis for modeling marketing interactions in dynamic environments: methodological issues and an empirical illustration," Journal of Business Research, Elsevier, vol. 51(2), pages 127-144, February.

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