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 voor dit werk

Onderzoeksoutput: Article › Academic › peer review

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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

Originele taal-2	English
Pagina's (van-tot)	92-98
Aantal pagina's	7
Tijdschrift	Journal of Marketing
Volume	49
Nummer van het tijdschrift	4
DOI's	https://doi.org/10.2307/1251435
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",

year = "1985",

doi = "10.2307/1251435",

language = "English",

volume = "49",

pages = "92--98",

journal = "Journal of Marketing",

issn = "0022-2429",

publisher = "AMER MARKETING ASSOC",

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T1 - Advertising and industry sales

T2 - An empirical study of the West German cigarette market

AU - Leeflang, P.S.H

AU - Reuijl, J.C

PY - 1985

Y1 - 1985

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

U2 - 10.2307/1251435

DO - 10.2307/1251435

M3 - Article

SN - 0022-2429

VL - 49

SP - 92

EP - 98

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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