Year
1980
Abstract
The authors develop a switching regression model to capture the threshold effect of advertising. Tested on several brands in a fast-moving consumer goods, the results show that advertising expenditures need to be superior to a cut-off share to be effective.
BEMMAOR, A.C. (1980). Effet-Seuil des Dépenses Publicitaires : Un Modèle à Changement de Régime. (Threshold Effect of Advertising : A Switching Regression Model). Dans: Publicité et Communication: Expériences et Recherches, 20èmes Journées d’Etudes, E. Santier, ed., Paris: Institut de Recherches & d’Etudes Publicitaires (IREP), pp. 137-150.