haku: @indexterm advertising expenditure / yhteensä: 112
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| Tekijä: | Bultez, A. Naert, P. |
| Otsikko: | When does lag structure really matter...indeed? |
| Lehti: | Management Science
1988 : JUL, VOL. 34:7, p. 909-918 |
| Asiasana: | SALES ADVERTISING EXPENDITURE |
| Kieli: | eng |
| Tiivistelmä: | Magat et. al. have correctly pointed out that a high sales elasticity to advertising adds to the flatness of the advertiser's profit objective. They deduce that when the goodwill elasticity is huge, the misidentification of the distribution of advertising dynamic effects should hardly hit the advertisers performance. Building on their approach, shown is just in such cases that the misspecification of the lag pattern is likely to cause the most severe damages. |
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