Author: Gary B. Wilcox, Eun Yeon Kang & Lindsay A. Chilek Title: Beer, wine, or spirits? Advertising’s impact on four decades of category sales Journal: International Journal of Advertising: The Review of Marketing Communications, Published online: 17 Mar 2015. Abstract This article provides an analysis of the relationship between annual advertising expenditures and sales, using a time Read More →

Author: Henry Saffer, Dhaval Dave and Michael Grossman Title: A Behavioral Economic Model of Alcohol Advertising and Price Journal: First published online in Health Economics, doi: 10.1002/hec.3186. Abstract This paper presents a new empirical study of the effects of televised alcohol advertising and alcohol price on alcohol consumption. A novel feature of this study is that the Read More →

Author: Martyn Duffy Title: Measuring the Contribution of Advertising to Growth in Demand: An Econometric-Accounting Framework Journal: First published in: International Journal of Advertising, 1989, 8 (2), 95-110. Abstract Objective: To evaluate the effect of advertising expenditures compared to price and income on alcohol consumption in the UK during 1964 and 1983. Design: econometric study Participants: national expenditure figures of alcohol Read More →