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CUMULATIVE ADVERTISING EFFECTS: THE ROLE OF SERIAL CORRELATION; A REPLY
Author(s) -
Clarke Darral G.,
McCann John M.
Publication year - 1977
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.1540-5915.1977.tb01088.x
Subject(s) - correlation , econometrics , computer science , statistics , autocorrelation , estimation , positive correlation , advertising , linear correlation , operations research , mathematics , economics , management , business , medicine , geometry
In a recent paper, Houston and Weiss applied a non‐linear estimation procedure to a serial correlation model of advertising effect. Although the methodology is interesting, their conclusions, based on the annual Lydia Pinkham data, are in error. This paper locates the source of the error and corrects the conclusions. It also applies the Houston and Weiss methodology to the monthly Lydia Pinkham data with interesting results.