Skip to main content
SpringerLink
Log in

Partial carryover of advertising

  • Published:
Marketing Letters Aims and scope Submit manuscript

Abstract

A model that combines advertising carryover with purchase reinforcement is presented. It accommodates the possibility that certain members of the consumer population rely only on their experience with the product, while others are also affected by past advertising. Empirical results with two product categories indicate that for bimonthly data advertising retention does not exist at all.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Similar content being viewed by others

References

  • Bass, F. M., and D. G. Clarke. (1972). “Testing Distributed Lag Models of Advertising Effect,”Journal of Marketing Research 9 (August), 298–308.

    Google Scholar 

  • Deighton, J., C. M. Henderson, and S. A. Neslin. (1990). “Using Single Source Data to Measure the Effects of Advertising on Brand Switching and Brand Loyalty,” Working Paper, Dartmouth College.

  • Erickson, G. M. (1981). “Using Ridge Regression to Estimate Directly Lagged Effects in Marketing,”Journal of the American Statistical Association 76, 766–773.

    Google Scholar 

  • Givon, M., and D. Horsky. (1990). “Untangling the Effects of Purchase Reinforcement and Advertising Carryover,”Marketing Science 9 (Spring), 171–187.

    Google Scholar 

  • Hanssens, D. M., L. J. Parsons, and R. L. Schultz. (1990).Marketing Response Models: Econometric and Times Series Analysis. Boston: Kluwer.

    Google Scholar 

  • Klein, L. R. (1974).A Textbook of Econometrics. Englewood Cliffs, N.J.: Prentice-Hall.

    Google Scholar 

  • Koyck, L. M. (1954).Distributed Lags and Investment Analysis. Amsterdam: North-Holland Publishing Company.

    Google Scholar 

  • Nelson, P. (1974). “Advertising as Information,”Journal of Political Economy 82 (July/August), 729–754.

    Google Scholar 

  • Palda, K. S. (1964).The Measurement of Cumulative Advertising Effects. Englewood Cliffs, NJ: Prentice-Hall.

    Google Scholar 

  • Vanhonacker, W. R. (1991). “Testing the Kyock Scheme of Sales Response to Advertising: An Aggregation-Independent Autocorrelation Test,”Marketing Letters 2:4, 379–392.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. The Leon Recanati Graduate School of Business Administration, Faculty of Management, Tel Aviv University, 69978, Tel Aviv, Israel

    Moshe Givon

Authors
  1. Moshe Givon
    View author publications

    You can also search for this author in PubMed Google Scholar

Rights and permissions

Reprints and permissions

About this article

Cite this article

Givon, M. Partial carryover of advertising. Marketing Letters 4, 165–173 (1993). https://doi.org/10.1007/BF00994074

Download citation

  • Issue Date:

  • DOI: https://doi.org/10.1007/BF00994074

Key words

Search

Navigation