A Competitive Advertising Model: Some Theoretical and Empirical Results |
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Authors: | H I Mesak A F Darrat |
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Institution: | 1.College of Administration and Business, Louisiana Tech University,USA |
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Abstract: | Using a modified Lanchester model, this article demonstrates that the policy of constant advertising spending is superior to a cyclic counterpart, provided that the advertising response functions of competing firms are concave. The competitive model is estimated using filter and non-filter cigarette data. The empirical results suggest the presence of over-advertising and that the relative effectiveness and elasticity of filter cigarette advertising are both higher than those of non-filter cigarette advertising. |
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