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CUMULATIVE ADVERTISING EFFECTS: THE ROLE OF SERIAL CORRELATION; A REPLY

Publication ,  Journal Article
Clarke, DG; McCann, JM
Published in: Decision Sciences
January 1977
Published version (DOI) Publisher Link

In a recent paper, Houston and Weiss applied a non‐linear estimation procedure to a serial correlation model of advertising effect. Although the methodology is interesting, their conclusions, based on the annual Lydia Pinkham data, are in error. This paper locates the source of the error and corrects the conclusions. It also applies the Houston and Weiss methodology to the monthly Lydia Pinkham data with interesting results.

Duke Scholars

John M. McCann
Author John M. McCann Fuqua School of Business

Published In

Decision Sciences

DOI

10.1111/j.1540-5915.1977.tb01088.x

EISSN

1540-5915

ISSN

0011-7315

Publication Date

January 1977

Volume

8

Issue

1

Start / End Page

336 / 343

Publisher

Wiley

Related Subject Headings

  • Business & Management
  • 35 Commerce, management, tourism and services
  • 1505 Marketing
  • 1504 Commercial Services
  • 1503 Business and Management
 

Citation

APA
Chicago
ICMJE
MLA
NLM
Clarke, D. G., & McCann, J. M. (1977). CUMULATIVE ADVERTISING EFFECTS: THE ROLE OF SERIAL CORRELATION; A REPLY. Decision Sciences, 8(1), 336–343. https://doi.org/10.1111/j.1540-5915.1977.tb01088.x
Clarke, Darral G., and John M. McCann. “CUMULATIVE ADVERTISING EFFECTS: THE ROLE OF SERIAL CORRELATION; A REPLY.” Decision Sciences 8, no. 1 (January 1977): 336–43. https://doi.org/10.1111/j.1540-5915.1977.tb01088.x.
Clarke DG, McCann JM. CUMULATIVE ADVERTISING EFFECTS: THE ROLE OF SERIAL CORRELATION; A REPLY. Decision Sciences. 1977 Jan;8(1):336–43.
Clarke, Darral G., and John M. McCann. “CUMULATIVE ADVERTISING EFFECTS: THE ROLE OF SERIAL CORRELATION; A REPLY.” Decision Sciences, vol. 8, no. 1, Wiley, Jan. 1977, pp. 336–43. Crossref, doi:10.1111/j.1540-5915.1977.tb01088.x.
Clarke DG, McCann JM. CUMULATIVE ADVERTISING EFFECTS: THE ROLE OF SERIAL CORRELATION; A REPLY. Decision Sciences. Wiley; 1977 Jan;8(1):336–343.
Journal cover image

Published In

Decision Sciences

DOI

10.1111/j.1540-5915.1977.tb01088.x

EISSN

1540-5915

ISSN

0011-7315

Publication Date

January 1977

Volume

8

Issue

1

Start / End Page

336 / 343

Publisher

Wiley

Related Subject Headings

  • Business & Management
  • 35 Commerce, management, tourism and services
  • 1505 Marketing
  • 1504 Commercial Services
  • 1503 Business and Management