A STUDY MEASURING THE INFLUENCE OF ADVERTISING ON CIGARETTE CONSUMPTION: ESTIMATION WITH OLS MODEL

Ugur Yucelt, Erdener Kaynak

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

This study investigates the effects of advertising on cigarette consumption, particularly after 1967. Sources of data include the statistical abstract of the U.S., the Historical Statistics of the U.S., and the Vital Statistics between 1955 and 1979. A multiple regression model was used to analyze the data. Cigarette consumption was considered a dependent variable. Disposable income, death rate due to cancer of the respiratory system/total cancer death, advertising outlays for cigarettes: Newspaper and television advertisinp/total advertising cost, cigarette production (including long and regular sizes), sales outlets, lag variable, average price for cigarettes, and a dummy variable were considered independent variables. Analysis reveal eel., on the one hand, a significant negative relationship between cigarette consumption and total cancer death and average prices and, on the other, a significant positive relationship between loyalty and cigarette consumntion. Although advertising expenditures were not found to be statistically significant, increased spending on advertising was found to have an increasing effect on cigarette consumption.

Original languageEnglish (US)
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Pages532-535
Number of pages4
DOIs
StatePublished - 2015

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

All Science Journal Classification (ASJC) codes

  • Marketing
  • Strategy and Management

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