Issues in Advertising: The Economics of Persuasion

By David G. Tuerck | Go to book overview

Further manipulation permits the same conclusion if profitability is defined as profit as a percentage of sales. Since other measures of profitability, return on equity or on assets, are closely correlated with the return on sales, "it thus seems that profitability, no matter how measured, rises with P."20


Appendix B

There are forty-two observations potentially contained in the data in Table 2, a set of AS1, AS2, CR, PR1, PR2, NPF, OPPL, and AVAS for three time periods, 1952-1956, 1957-1961, and 1962-1965 for fourteen industries. The results of the regressions in Table 1, based upon the data pooled over the three time periods, rely upon thirty-six observations because measurement of all of these variables was not possible for every industry in each of the time periods. (See notes a, b, and c following Table 2).


Appendix C

To show the essential simplicity of what we mean by "determining the direction of causality," we offer the following exercise. Set up two linear equations in the two endogenous variables Y1 and Y2 with any number (say K) of exogenous variables. Call the latter Z's. Assign arbitrary numerical values, including zero, to the parameters of this system (as from a telephone book, random number table, or the like). As a simple example, the model at this point might look like the following:
Y1 = 6.0 + 2.0Z1 - 4.0Z2 + 3.5Z3 + 1.6Y2 Y2 = 0.8 - 4.4Z1 - 3.0Z2 + 7.1Z3 - 2.8Y1

None of these specifics is known to us, except the general form. Now, either delete Y2 from the first equation or delete Y1 from the second equation. The former makes the model one in which Y1 is causally prior to Y2; the latter makes Y2 causally prior to Y1. Next, make sure that at least one of the Es does not appear in the equation from which the Y variable has been deleted, but does appear in the other equation. These requirements result in a system of two equations: one of them contains both Y's and as many as K Z's; and the other contains only one of the Y's and no more than K - 1 of the Z's. If Y1 and Z1 were deleted from the second equation, for example, the system would be:
Y1 = 6.0 + 2.0Z1 - 4.0Z2 + 3.5Z3 + 1.6Y2 Y2 = 0.8 - 4.4Z1 + 7.1Z3

____________________
20
Schmalensee, The Economics of Advertising, pp. 223-225.

-263-

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Issues in Advertising: The Economics of Persuasion
Table of contents

Table of contents

  • Title Page iii
  • Major Contributors v
  • Contents ix
  • Introduction 1
  • Acknowledgments 11
  • Part One Issues in Regulation 13
  • Advertising and Legal Theory 15
  • Advertising Regulation and the Consumer Movement 27
  • Commentaries 45
  • Part Two Advertising and the Firm 69
  • Towards a Theory of the Economics of Advertising 71
  • Introduction 71
  • Optimal Advertising: An Intra-Industry Approach 91
  • Conclusion 111
  • Technical Appendix 112
  • Commentaries 115
  • Part Three Advertising as Information 131
  • Advertising as Information Once More 133
  • Appendix A: Derivation of the Relationship Between a and P 156
  • Appendix B: Data Sources 158
  • Advertising, Information, and Product Differentiation 184
  • Commentaries 193
  • Four Part Advertising, Concentration, and Profits 215
  • Advertising Intensity and Industrial Concentration- an Empirical Inquiry, 1947-1967 217
  • Conclusions 249
  • Advertising and Oligopoly: Correlations in Search of Understanding 253
  • Appendix A 262
  • Appendix B 263
  • Commentaries 267
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