Long-term effects of television advertising on sales of consumer durables and nondurables--the case of china

Journal of Advertising

Volumn 32, Issue 2, 2003, Pages 45-54

  Zhou, Nan ^a   Zhou, Dongsheng ^b   Ouyang, Ming ^c  

^a CITY UNIVERSITY OF HONG KONG   (Hong Kong)

^b CHINA EUROPE INTERNATIONAL BUSINESS SCHOOL   (China)

^c UNIVERSITY OF NEW BRUNSWICK   (Canada)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 2442624473     PISSN: 00913367     EISSN: None     Source Type: Journal    
DOI: 10.1080/00913367.2003.10639128     Document Type: Article

References (77)

1. Aaker, D. A., J. M. Carman, and R. Jacobson (1982), “Modeling Advertising-Sales Relationships Involving Feedback: A Time-Series Analysis of Six Cereal Brands, ” Journal of Marketing Research, 16, 116-125.
2. Abraham, Magid M., and Leonard M. Lodish (1990), “Getting the Most out of Advertising and Promotion, ” Harvard Business Review (May/June), 50-60.
3. Assael, Henry (1998), Consumer Behavior and Marketing Action, 6 th ed., Cincinnati: South-Western.
4. Baghestani, H. (1991), “Cointegration Analysis of the Advertis-ing-Sales Relationship, ” Journal of Industrial Economics, 34, 671-681.
5. Bass, Frank M. (1969), “A Simultaneous Equation Regression Study of Advertising and Sales of Cigarettes, ” Journal of Marketing Research, 6 (August), 291-300.
6. Bass, Frank M., Philippe Cattin, and Dick R. Wittink (1978), “Firm Effects and Industry Effects in the Analysis of Market Structure and Profitability, ” Journal of Marketing Research, 15 (February), 3-10.
7. Bass, Frank M., and Darral G. Clarke (1972), “Testing Distributed Lag Models of Advertising Effect, ” Journal of Marketing Research, 9 (August), 298-308.
8. Beaty, Sharon E., and Lynn R. Kahle (1988), “Alternative Hierarchies of the Attitude-Behavior Relationship: The Impact of Brand Commitment and Habit, ” Journal of the Academy of Marketing Science, 16 (Summer), 1-10.
9. Belch, George E., and Michael A. Belch (1998), Advertising and Promotion, Boston: McGraw-Hill.
10. Blanchard, O., and L. Summers (1988), “Beyond the Natural Rate Hypothesis, ” American Economic Review, 78, 182-187.
11. Bloch, P. (1982), “Involvement Beyond the Purchase Process: Conceptual Issues and Empirical Investigation, ” Advances in Consumer Research, 9, 413-417.
12. Bowen, L., and S. Chaffee (1974), “Product Involvement and Pertinent Advertising Appeals, ” Journalism Quarterly, 51 (Winter), 613-621.
13. Chowdhury, A. R. (1994), “Advertising Expenditure and the Macro-economy: Some New Evidence, ” International Journal of Advertising, 13, 1-14.
14. Clarke, Darral G. (1976), “Econometric Measurement of the Duration of Advertising Effect on Sales, ” Journal of Marketing Research, 13 (November), 345-357.
15. Cooper, Lee, and Masao Nakanishi (1988), Market-Share Analysis, Boston: Kluwer Academic.
16. Dekimpe, M. G., and D. M. Hanssens (1995a), “The Persistence of Marketing Effects on Sales, ” Marketing Science, 14 (1): 1-21.
17. Dekimpe, M. G., and D. M. Hanssens (1995b), “Empirical Generalizations About Market Evolution and Stationarity, ” Marketing Science, 14 (3): G109-121.
18. Dekimpe, M. G., and D. M. Hanssens (1999), “Sustained Spending and Persistent Response: A New Look at Long-Term Marketing Profitability, ” Journal of Marketing Research, 36 (November): 1-31.
19. Dekimpe, M. G., and D. M. Hanssens (2000), “Time-Series Models in Marketing: Past, Present and Future, ” International Journal of Research in Marketing, 17, 183-193.
20. Dickey, D., and W Fuller (1981), “Likelihood Ratio Statistics for Autoregressive Time Series with a Unit Root, ” Econometrica, 49 (4): 1057-1072.
21. Dixit, A. (1989), “Hysteresis, Import Penetration, and Exchange Rate Pass Through, ” Quarterly Journal of Economics, 104 (2): 205-228.
22. Doyle, P., and J. Saunders (1985), “The Lead Effect of Marketing Decisions, ” Journal of Marketing Research, 22, 54-65.
23. Doyle, P., and J. Saunders (1990), “Multi-product Advertising Budgeting, ” Marketing Science, 9 (2), 97-113.
24. Duncan, Tom (2002), IMC: Using Advertising and Promotion to Build Brands, Boston: McGraw-Hill.
25. Eachambadi, Naras V. (1994), “Does Advertising Work?” The McKinsey Quarterly (2), 117-129.
26. Feinberg, Fred (2001), “On Continuous-Time Optimal Advertising Under S-Shaped Response, ” Management Science, 47 (11): 1476-1487.
27. Fortin, P. (1991), “The Phillips Curve, Macroeconomic Policy, and the Welfare of Canadians, ” Canadian Journal of Economics, 24 (4), 774-803.
28. Franses, P., T. Kloek, and T. Lucas (1999), “Outlier Robust Analysis of Long-Run Marketing Effects for Weekly Scanning Data, ” Journal of Econometrics, 89, 293-315.
29. Givon, Moshe, and Dan Horsky (1990), “Untangling the Effects of Purchase Reinforcement and Advertising Carryover, ” Marketing Science, 9 (Spring), 171-187.
30. Hall, R., D. Lilien, and J. Johnson (1994), E-Views User’s Manual, Quantitative Micro Software, Irvine, CA: QMS.
31. Hanssens, D. M., and M. Ouyang (2000), “Modeling Marketing Hysteresis, ” working paper no. 340, University of California at Los Angeles, Anderson School.
32. Helmer, R. M., and J. K. Johansson (1977), “An Exposition of the Box-Jenkins Transfer Function Analysis with an Application to the Advertising-Sales Relationship, ” Journal of Marketing Research, 14, 227-239.
33. Hong Kong Trade Development Council (1998), Advertising and Market Research in Chinese Mainland: Opportunities for Hong Kong, Hong Kong: Hong Kong Trade Development Council.
34. Horsky, Dan, and Leonard S. Simon (1983), “Advertising and the Diffusion of New Products, ” Marketing Science, 7 (Fall), 356-367.
35. Hoyer, Wayne D., and Steven P Brown (1990), “Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Prod-uct, ”Journal of Consumer Research, 17 (September), 141-148.
36. Jones, John Philip (1992), How Much Is Enough? Getting the Most from Your Advertising Dollar, New York: Lexington Books.
37. Jones, John Philip (1995), When Ads Work: New Proof That Advertising Triggers Sales, New York: Lexington Books.
38. Kennedy, P (1985), A Guide to Econometrics, 2nd ed., Boston: MIT Press.
39. Krugman, Herbert E. (1965), “The Impact of Television Advertising: Learning Without Involvement, ” Public Opinion Quarterly, 29 (Fall), 349-356.
40. Leeflang, Peter, and Dick Wittink (2000), “Building Models for Marketing Decisions: Past, Present and Future, ” International Journal of Research in Marketing, 17, 105-126.
41. Leone, Robert P. (1983), “Modeling Sales-Advertising Relationship: An Integrated Time-Series Econometric Approach, ” Journal of Marketing Research, 20, 291-295.
42. Leone, Robert P. (1995), “Generalizing What Is Known About Temporal Aggregation and Advertising Carryover, ” Marketing Science, 14 (3), 141-150.
43. Lilien, G. L. (1994), “Marketing Models, Past, Present and Future, ” in Research Tradition in Marketing, G. Laurent, G. L. Lilien, and B. Pars, eds., Boston: Kluwer, 1-20.
44. Little, John D. C. (1979), “Aggregate Advertising Models: The State of the Art, ” Operations Research, 27 (July/August), 629-667.
45. Luo, Yadong, and Mike W. Peng (1999), “Learning to Compete in a Transitional Economy: Experience, Environment, and Performance, ” Journal of International Business Studies, 30 (2), 269-295.
46. Maddala, G. S., and In-Moo Kim (1998), Unit Root, Cointegration, and Structure Change, Cambridge: Cambridge University Press.
47. Mantrala, Murali K., Prabhakant Sinha, and Andris A. Zoltners (1992), “Impact of Resource Allocation Rules on Marketing Investment-Level Decisions and Profitability, ” Journal of Marketing Research, 29 (May), 162-175.
48. McDonald, Colin (1992), How Advertising Works: A Review of Current Thinking, Heley-on-Thames, Oxfordshire, UK: NTC Publications.
49. Media (2001), “The Influence on Chinese Consumer Brand Choice” (August 17).
50. Möhrle, M. (1997), “Hysteresis in Marketing, ” Sloan Management Review (Summer), 8-9.
51. Muehling, D., R. Laczniak, and J. Andrews (1993), “Defining, Operationalizing, and Using Involvement in Advertising Research: A Review, ” Journal of Current Issues and Research in Advertising, 15 (1), 21-57.
52. Mulvey, Michael S., Jerry C. Olson, Richard L. Celsi, and Beth A. Walker (1994), “Exploring the Relationships Between Means-End Knowledge and Involvement, ” Advances in Consumer Research, vol. 21, Provo, UT: Association for Consumer Research, 51-57.
53. Naik, P. A., M. K. Mantrala, and A. G. Sawyer (1998), “Planning Media Schedules in the Presence of Dynamic Advertising Quality, ” Marketing Science, 17 (3), 214-235.
54. Noriega-Muro, A. E. (1993), Nonstationary and Structural Breaks in Economic Time Series, Aldershot, UK: Avebury.
55. O’Cass, A. (2000), “An Assessment of Consumers, Product, Purchase Decision, Advertising and Consumption Involvement in Fashion Clothing, ”Journal of Economic Psychology, 21 (5), 545.
56. Ouyang, M., D. Zhou, and N. Zhou (2002), “Estimating Marketing Persistence on Sales of Consumer Durables in China, ” Journal of Business Research, 55 (April), 337-342.
57. Perron, P. (1989), “Testing for a Random Walk: A Simulation Experiment of Power When the Sampling Interval Is Varied, ” in Advances in Econometrics and Modeling, B. Raj, ed., Boston: Kluwer, 47-68.
58. Phillips, P., and P. Perron (1988), “Testing for a Unit Root in Time Series Regression, ” Biometrica, 2 (3): 1-23.
59. Pindyck, R. S., and D. L. Rubinfeld (1991), Econometric Models and Economic Forecasts, 3rd ed., Boston: McGraw-Hill.
60. Ries, A., and J. Trout (1993), The 22 Immutable Laws of Marketing, New York: Harper Business.
61. Shimp, Terence A. (2000), Advertising Promotion, 5th ed., New York: Dryden.
62. Simon, H. (1997), “Hysteresis in Marketing-A New Phenomenon?” Sloan Management Review (Spring), 39-49.
63. Slama, M., and R. Tashchian (1987), “Validating the S-O-R Paradigm for Consumer Involvement with a Convenience Good, ” Journal of the Academy of Marketing Science, 15 (1), 36-45.
64. Slywotzky, A. J., and B. P Shapiro (1993), “Leveraging to Beat the Odds: The New Marketing Mind Set, ” Harvard Business Review, 71 (September/October), 97-107.
65. Srinivasan, Shuba, Peter Popkowski-Leszczyc, and Frank Bass (2000), “Market Share Response and Competitive Interaction: The Impact of Temporary, Evolving and Structural Changes in Prices, ” International Journal of Research in Marketing, 17, 281-305.
66. State Planning Commission of China (various years), Monthly Report of Prices in China, Beijing: State Planning Commission of the People’s Republic of China.
67. State Statistical Bureau of China (various years), China Statistical Yearbook, Beijing: China Statistical Publishing House.
68. Urban, G. L., T. Carter, S. Gaskin, and Z. Mucha (1986), “Market Share Rewards, to Pioneering Brands: An Empirical Analysis and Strategic Implications, ” Management Science, 32 (June), 645-659.
69. Vaughn, R. (1980), “How Advertising Works: A Planning Model, ” Journal of Advertising Research, 20 (5), 27-33.
70. Vaughn, R. (1986), “How Advertising Works: A Planning Model Revisited, ” Journal of Advertising Research, 26 (1), 57-66.
71. Vidale, M. L., and H. B. Wolfe (1957), “An Operations Research Study of Sales Response to Advertising, ” Operations Research Quarterly, 5 (June): 370-381.
72. Wells, W. D., and D. Prensky (1996), Consumer Behavior, New York: Wiley.
73. World Bank (1997), China 2020, Washington, DC: World Bank.
74. Zaichkowsky, J. (1986), “Conceptualizing Involvement, ” Journal of Advertising, 15 (2), 4-34.
75. Zenith Media (1998), China Market and Media Act, Beijing: Zenith Media.
76. Zhou, D., W. Zhang, and I. Vertinsky (2002), “Advertising Trends in Urban China, ” Journal of Advertising Research, 42 (May/June), 73-83.
77. Zhuang, G., N. Zhou, and M. Ouyang (2001), “The Hysterisis Phenomena in Marketing” (in Chinese), Journal of Beijing Institute of Business (Social Science), 16 (September), 9-12.