When Does Lag Structure Really Matter in Optimizing Advertising Expenditures?
分析在何种条件下，企业利润对广告滞后结构的错误设定最为敏感，并探讨这种敏感性与真实滞后结构、需求函数、成本函数和折现率的关系。
A paper by Bultez and Naert in the May 1979 issue of Management Science tentatively concludes that profits are relatively insensitive to misspecification of the lag structure of advertising. We examine the conditions under which a firm's profits are most likely to be sensitive to the misspecification of the lag structure. Our analysis indicates how this sensitivity is related to (a) the form of the true lag structure, (b) the demand function, (c) the cost function, and (d) the firm's discount rate.