Measuring the safety elasticity of advertising
Source of Publication
Applied Economics Letters
This article presents theoretical evidence of an inverse relationship between the advertising elasticity of demand and the safety elasticity of advertising. It also finds that under a lower level of safety, advertising expenditure is driven directly by the responsiveness of demand to advertising. © 2009 Taylor & Francis.
Squalli, Jay, "Measuring the safety elasticity of advertising" (2009). Scopus Indexed Articles. 2253.