Title

Measuring the safety elasticity of advertising

Author First name, Last name, Institution

Jay Squalli, Zayed University

Document Type

Article

Source of Publication

Applied Economics Letters

Publication Date

11-26-2009

Abstract

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.

ISSN

1350-4851

Publisher

Informa UK Limited

Volume

16

Issue

17

First Page

1773

Last Page

1776

Disciplines

Business

Keywords

advertising; demand elasticity; expenditure; inverse analysis; measurement method; theoretical study

Scopus ID

70450186584

Indexed in Scopus

yes

Open Access

no

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