Summary
Estimation of the revenue and profit generated by increments of advertising expenditures for liquor brands. Various distributed-lag regressions are fitted to ten-year periods for 15 brands. Annual retention rates around .75, and a logarithmic response function are found.
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© 1976 Springer-Verlag Berlin Heidelberg
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Simon, J.L. (1976). The Effect of Advertising on Liquor Brand Sales. In: Mathematical Models in Marketing. Lecture Notes in Economics and Mathematical Systems, vol 132. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-51565-1_79
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DOI: https://doi.org/10.1007/978-3-642-51565-1_79
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-540-07869-2
Online ISBN: 978-3-642-51565-1
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