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Measuring and Testing Advertising-Induced Rotation in the Demand Curve

By Yuqing Zheng, Henry W. Kinnucan and Harry M. Kaiser

Abstract

Advertising can rotate the demand curve if it changes the dispersion of consumers valuations. We provide an elasticity form measure of the advertising-induced demand curve rotation in five demand models and test for its presence in the U.S. non-alcoholic beverage market. The AIDS model reveals that doubling advertising spending rotates the demand curves clockwise for milk, and coffee and tea with associated slope changes of 7.3% and 11.6%. Soft-drink advertising rotates its demand curve counterclockwise. Our policy suggestion is that milk and soft-drink firms might enhance profits by timing advertising to coincide with high- and low-price periods, respectively.Demand and Price Analysis,

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