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Lucas, D.B. and Henderson, B.S. (1963) Measuring Advertising Effectiveness. McGraw-Hill Series in Marketing and Advertising, McGraw-Hill Book Company, New York.

has been cited by the following article:

• TITLE: Advertisement Spending and Income: An Aggregative Analysis

  AUTHORS: Baiding Hu, Amal Sanyal

  KEYWORDS: Advertisement Spending, GDP, Granger Causality, Cointegration

  JOURNAL NAME: Theoretical Economics Letters, Vol.6 No.2, April 29, 2016

  ABSTRACT: Existing studies tend to investigate cross-sectional relations between GDP and advertisement at the firm or industry level. The present study focuses on the long-run relation between GDP and aggregate advertisement spending using United States data for the period 1900-2007. Granger causality tests indicate the temporal precedence of GDP. A cointegration analysis shows that, as GDP increases, it causes advertisement spending to increase at a rate faster than its own growth. Faster growth relative to GDP is accompanied with a negative autonomous trend of advertisement spending. This trend appears consistent with the continuous technical progress in advertisement.