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

Share

COinS