The Measurement of Cumulative Advertising Effects
The Measurement of Cumulative Advertising Effects
复制标题
累积广告效果的衡量
DOI：
10.1086/294759
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发表时间：
1965
期刊：
影响因子：
--
通讯作者：
Kristian S. Palda
中科院分区：
文献类型：
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作者：
Kristian S. Palda
STIGLER说，广告最有趣的方面是它的累积效应，即广告的效果持续超过支出期，成为公司宝贵的无形资产。“这项研究的主要目的是确定是否可以尝试或通过求助于Koyck提出的分布滞后模型来改进销售方面的累积广告效果的测量。一个必然的目标是确定，在一个特定的情况下，存在，重要性和可测量的长期影响的广告。为此目的，进行了计量经济学调查的营销活动的莉迪亚E。调查结果表明：1.平卡姆的广告对公司的销售有明显的滞后效应。在我们研究的这段时期（1908- 1960年），广告费平均花了将近7年的时间才消耗掉95%的销售额。2.只有当广告支出被认为是资本投资支出时，企业的广告政策才能从利润最大化的角度得到解释。在此期间，按利润率投资的广告美元的平均回报率计算为税前约50%。
STIGLER said that the most interesting aspect of advertising is its cumulative effect-the fact that the effects of advertising persist beyond the period of expenditure and become a valuable if intangible asset of the company.'The major objective of this study was to determine whether the measurement of cumulative advertising effects in terms of sales could be attempted or improved by having recourse to the model of distributed lags proposed by Koyck. A corollary objective was to ascertain, in a particular instance, the existence, importance, and measurability of long-run effects of advertising. To this end an econometric investigation was undertaken of the marketing operations of the Lydia E. Pinkham Medicine Company over a period of fifty-odd years.Evidence yielded by this investigation suggests the following: 1. Pinkham's advertising had a pronounced lagged effect on the firm's sales. During the period studied (1908-60) it took, on the average, almost seven years for the advertising dollar to exhaust 95 per cent of its sales-generating power. 2. The firm's advertising policy can be explained from a profit-maximizing viewpoint only when advertising expenditure is considered to be capital-investment outlay. For the period, a mean rate of return on the advertising dollar invested at the margin was calculated to be about 50 per cent before tax.