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CUMULATIVE ADVERTISING EFFECTS: THE ROLE OF SERIAL CORRELATION *
Author(s) -
Houston Franklin S.,
Weiss Doyle L.
Publication year - 1975
Publication title -
decision sciences
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.238
H-Index - 108
eISSN - 1540-5915
pISSN - 0011-7315
DOI - 10.1111/j.1540-5915.1975.tb01036.x
Subject(s) - autocorrelation , criticism , work (physics) , advertising , marketing , econometrics , computer science , economics , business , statistics , mathematics , political science , mechanical engineering , law , engineering
Since its publication, Palda's [12] initial work which supported the existence of a lagged relationship between advertising expenditures and sales has been frequently discussed and criticized. That criticism has been directed at both methodological and structural issues. This paper is an attempt to answer some of the questions which have been raised regarding the structural issues concerning the role of autocorrelation in Palda's results and to develop the implications of these structural issues for the marketing manager.