Advertising and Industry Sales: An Empirical Study of the West German Cigarette Market
研究了广告对西德卷烟市场行业总销量的影响，发现广告有显著但随时间减弱的效应，反驳了饱和市场中广告相互抵消的观点。
The influence of advertising on primary demand for cigarettes is investigated. By employing annual, bimonthly, and monthly observations, the consequences of temporal aggregation can be studied. Independent of the level of temporal aggregation, advertising was found to have a statistically significant impact on industry sales, although the influence diminished over time. This contradicts the findings of a well-known study by Lambin (1976), which lends support to the assumption of reciprocal cancellation of brand advertising in saturated markets. With respect to the problem of temporal aggregation, the results confirm the empirical and theoretical findings of Clarke (1976), and Bass and Leone (1983).