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.
Informa UK Limited
advertising; demand elasticity; expenditure; inverse analysis; measurement method; theoretical study
Squalli, Jay, "Measuring the safety elasticity of advertising" (2009). All Works. 2351.
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