On the Econometric Measurement of the Duration of Advertising Effect on Sales
分析了69项销售-广告关系计量研究中数据收集周期对滞后因变量系数的影响，发现该系数与数据收集周期无关，并讨论了原因。
The authors analyze the impact of data collection period on the coefficient of the lagged dependent variable in 69 econometric studies of the sales-advertising relationship. The null hypothesis that the coefficient is independent of data collection period is not rejected. Reasons for this result are offered and discussed.