Seasonality in the Consumer Response to Milk Advertising with Implications for Milk Promotion Policy
研究纽约市液态奶广告对销售影响的季节性变化，发现考虑季节性的模型统计更显著，并估算出1979-81年间优化广告分配可使奶农收益增加9%。
Abstract Permitting seasonal variation in the goodwill effect in measuring the impact of fluid milk advertising on milk sales in New York City improved the statistical significance of the estimating equation. The allocation of generic advertising dollars according to optimization rules during the period 1979–81 would have resulted in a 9 percent increase in returns to dairymen supplying the New York City market. Harmonic variables are used to account for seasonality, a Pascal distribution is used to account for the decay structure, and goodwill elasticities are estimated to indicate the impact of generic advertising on sales.