Advertising and industry sales: An empirical study of the West German cigarette market

P.S.H Leeflang; J.C Reuijl

doi:10.2307/1251435

Advertising and industry sales: An empirical study of the West German cigarette market

P.S.H Leeflang^*, J.C Reuijl

^*Corresponding author for this work

Research output: Contribution to journal › Article › Academic › peer-review

Abstract

Investigated the influence of advertising on primary demand for cigarettes by employing annual, bimonthly, and monthly observations of the West German cigarette market in 1961–1965 and 1971–1975. Independent of the level of temporal aggregation, advertising was found to have a statistically significant impact on industry sales, although the influence diminished over time. This contradicts the findings of J. J. Lambin's (1976) study, which supported the assumption of reciprocal cancellation of brand advertising in saturated markets. With respect to the problem of temporal aggregation, the results confirm the empirical and theoretical findings of D. G. Clarke (1976) and F. M. Bass and R. P. Leone (1983). (PsycINFO Database Record (c) 2018 APA, all rights reserved

Original language	English
Pages (from-to)	92-98
Number of pages	7
Journal	Journal of Marketing
Volume	49
Issue number	4
DOIs	https://doi.org/10.2307/1251435
Publication status	Published - 1985

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title = "Advertising and industry sales: An empirical study of the West German cigarette market",

abstract = "Investigated the influence of advertising on primary demand for cigarettes by employing annual, bimonthly, and monthly observations of the West German cigarette market in 1961–1965 and 1971–1975. Independent of the level of temporal aggregation, advertising was found to have a statistically significant impact on industry sales, although the influence diminished over time. This contradicts the findings of J. J. Lambin's (1976) study, which supported the assumption of reciprocal cancellation of brand advertising in saturated markets. With respect to the problem of temporal aggregation, the results confirm the empirical and theoretical findings of D. G. Clarke (1976) and F. M. Bass and R. P. Leone (1983). (PsycINFO Database Record (c) 2018 APA, all rights reserved",

author = "P.S.H Leeflang and J.C Reuijl",

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N2 - Investigated the influence of advertising on primary demand for cigarettes by employing annual, bimonthly, and monthly observations of the West German cigarette market in 1961–1965 and 1971–1975. Independent of the level of temporal aggregation, advertising was found to have a statistically significant impact on industry sales, although the influence diminished over time. This contradicts the findings of J. J. Lambin's (1976) study, which supported the assumption of reciprocal cancellation of brand advertising in saturated markets. With respect to the problem of temporal aggregation, the results confirm the empirical and theoretical findings of D. G. Clarke (1976) and F. M. Bass and R. P. Leone (1983). (PsycINFO Database Record (c) 2018 APA, all rights reserved

AB - Investigated the influence of advertising on primary demand for cigarettes by employing annual, bimonthly, and monthly observations of the West German cigarette market in 1961–1965 and 1971–1975. Independent of the level of temporal aggregation, advertising was found to have a statistically significant impact on industry sales, although the influence diminished over time. This contradicts the findings of J. J. Lambin's (1976) study, which supported the assumption of reciprocal cancellation of brand advertising in saturated markets. With respect to the problem of temporal aggregation, the results confirm the empirical and theoretical findings of D. G. Clarke (1976) and F. M. Bass and R. P. Leone (1983). (PsycINFO Database Record (c) 2018 APA, all rights reserved

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JO - Journal of Marketing

JF - Journal of Marketing

IS - 4

ER -

Advertising and industry sales: An empirical study of the West German cigarette market

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