Decomposing the Variation in Generic Advertising Response over Time
用时变参数模型分析液态奶和奶酪需求，发现年龄、种族构成及外出就餐支出变化是通用广告响应随时间变动的主因，并建议针对特定人群优化广告策略。
A time-varying parameter model of fluid milk and cheese demand reveals that changes in age composition, race composition, and food spending patterns away from home were most important to changes in generic advertising response over time. Advertising response elasticities indicate that generic advertising could be enhanced by targeting young children households for fluid milk, and Asian/Hispanic households for cheese. Results also indicate that shifting targeted advertising efforts to the away-from-home market may increase generic cheese advertising response. Copyright 2004, Oxford University Press.