Decomposing the Variation in Generic Advertising Response over Time
用时变参数模型分析液态奶和奶酪需求，发现年龄、种族构成和外出就餐模式变化是影响通用广告反应随时间变化的关键因素，并建议针对有幼儿家庭和亚裔/西班牙裔家庭优化广告策略。
A time‐varying parameter model of fluid milk and cheese demand reveals that changes in age composition, race composition, and food spending patterns away from home were most important to changes in generic advertising response over time. Advertising response elasticities indicate that generic advertising could be enhanced by targeting young children households for fluid milk, and Asian/Hispanic households for cheese. Results also indicate that shifting targeted advertising efforts to the away‐fromhome market may increase generic cheese advertising response.