Final published version
Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - Advertising investment in the UK brewing industry
T2 - an empirical analysis
AU - Abbott, Andrew James
AU - Lawler, Kevin
AU - Ling, Marcus
PY - 1997/3/1
Y1 - 1997/3/1
N2 - This article analyses the significance of long-run advertising investment in the UK brewing industry. The Johansen multivariate cointegration procedure is utilised to estimate a model of the demand for beer to compare the effectiveness of `main-media' and `below the line' advertising. An error correction model is estimated to depict the short-run movements to equilibrium. The empirical analysis shows that both forms of advertising have no significant impact on the total barrelage sales in the UK. One reason for this may be that advertising influences the distribution of barrelage sales between brewers rather than the total quantity of beer sold.
AB - This article analyses the significance of long-run advertising investment in the UK brewing industry. The Johansen multivariate cointegration procedure is utilised to estimate a model of the demand for beer to compare the effectiveness of `main-media' and `below the line' advertising. An error correction model is estimated to depict the short-run movements to equilibrium. The empirical analysis shows that both forms of advertising have no significant impact on the total barrelage sales in the UK. One reason for this may be that advertising influences the distribution of barrelage sales between brewers rather than the total quantity of beer sold.
M3 - Journal article
VL - 2
SP - 55
EP - 66
JO - Economic Issues
JF - Economic Issues
IS - 1
ER -