- The positive effect of advertisement [Banner Displayer
Positive Effects of Advertising on Children - Research Assistance
To summarize, the response function predicts that using time-series aggregate national advertising data probably will lead to finding little or no effect of advertising. Cross-sectional data measuring local variations in advertising are more likely to fall in the upward sloping portion of the advertising response function, and are more likely to lead to finding a positive effect of advertising. Advertising bans, if comprehensive enough, may lead to finding effects of advertising on consumption too. With these predictions in mind I have completed seven studies which use either cross-sectional advertising data, advertising ban data, or cross-sectional counteradvertising data.
well as positive effects of advertising
In conclusion, the theory of an industry advertising response function is supported by the empirical results from my own prior studies and reconciles the contrary findings from other prior studies based on aggregated time-series data. Taken together, these empirical studies suggest that time-series advertising data for alcohol and tobacco are not appropriate for measuring the effect of advertising. However, further studies using cross-sectional data are also likely to find positive effects of advertising; studies of advertising bans will find effects if they are comprehensive bans; and studies of counteradvertising are likely to find that counteradvertising reduces consumption.