The DOI matches its Crossref record.
Econometric Measurement of the Duration of Advertising Effect on Sales
Abstract
A survey of the econometric literature is undertaken to determine the duration of cumulative advertising effect on sales. The surveyed studies yield conflicting estimates of the duration interval. The data interval is shown to have a powerful influence on the implied duration of advertising effect. The evidence leads to the conclusion that the cumulative effect of advertising on sales lasts for only months rather than years.
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Citations
Cited by
How advertising works: what do we really know?
Vakratsas, D., & Ambler, T. (1999) · Journal of Marketing · doi:10.1177/002224299906300103 · Cited by 1,436
The Persistence of Marketing Effects on Sales
Dekimpe, M. G., & Hanssens, D. M. (1995) · Marketing Science · doi:10.1287/mksc.14.1.1 · Cited by 455
Effect of temporal spacing between advertising exposures: Evidence from online field experiments
Sahni, N. S. (2015) · Quantitative Marketing and Economics · doi:10.1007/s11129-015-9159-9 · Cited by 103
Metadata
- Authors
- Clarke, D. G.
- Venue
- Journal of Marketing Research
- Publisher
- SAGE Publications
- Published
- 1976-11
- Volume
- 13
- Issue
- 4
- Pages
- 345-357
- ISSN
- 0022-2437 (ISSN-L)
- 1547-7193
- OpenAlex
- W2051167783
- Cited by
- 679
- References
- 0
- FWCI
- 45.99
- Type
- journal article
- Language
- en
- Open access
- closed
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- CoChat. (2026). Citation check: Econometric Measurement of the Duration of Advertising Effect on Sales. https://app.cochat.ai/papers/10.1177/002224377601300404
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- Clarke, D. G. (1976). Econometric Measurement of the Duration of Advertising Effect on Sales. Journal of Marketing Research. https://doi.org/10.1177/002224377601300404
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
