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| Author: | Somers, T. Gupta, Y. Herriott, S. |
| Title: | Analysis of Cooperative Advertising Expenditures:A Transfer-Function Modelling Approach |
| Journal: | Journal of Advertising Research
1990 : OCT/NOV, VOL. 30, p.35-45 |
| Index terms: | ADVERTISING EFFECTIVENESS ADVERTISING EXPENDITURE RETAILING |
| Language: | eng |
| Abstract: | Cooperative advertising represents a mixture of the resources of two organizations. Manufacturers use cooperative advertising to increase the retailer's advertising expenditures above what they would otherwise be. The Box-Jenkins transfer-function modelling technique is used to estimate the quantitative interrelationship between corporate and retail advertising expenditures for a large furniture manufacturer. |
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