The Demand for Canadian Fats and Oils: A Case Study of Advertising Effectiveness
研究加拿大油脂市场中黄油、人造黄油、起酥油和植物油的消费关系，评估广告支出对需求的影响，发现滞后广告、习惯和趋势显著影响消费。
Abstract The fats and oils market in Canada is characterized by generic (butter) and brand (margarine, shortening, vegetable oils) advertising. In this study the economic interrelationships in the consumption of fats and oils are examined and the effectiveness of the advertising programs is evaluated. The two‐stage demand model used is made up of a single equation determining Canadian aggregate expenditure on fats and oils and an expenditure share system derived from a translog indirect utility function for each of four products; butter, margarine, shortening, and vegetable oils. The demand for individual fats and oils is significantly affected by lagged advertising expenditure levels, habit persistence and a time trend, as well as the traditional variables of price and expenditure.