Relationship Between Partial and Total Responses to Advertising with Application to U.S. Meats

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Kinnucan, Henry W.; Myrland, Oystein;
  • Subject: advertising bans, Dorfman-Steiner theorem, generic advertising, total elasticities, Livestock Production/Industries, Marketing,

Buse’s concept of total response is extended to advertising effects. Results suggest that partial advertising elasticities overstate advertising’s ability to increase market demand. One implication is that advertising bans (e.g., for alcohol and tobacco) are apt to be l... View more
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