PT  - JOURNAL ARTICLE
AU  - Broadbent, Simon
TI  - If the Question Is Ad Effects, the Answer Is ‘Not Elasticities’
AID  - 10.2501/JAR-41-2-7-11
DP  - 2001 Mar 01
TA  - Journal of Advertising Research
PG  - 7--11
VI  - 41
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/41/2/7.short
4100  - http://www.journalofadvertisingresearch.com/content/41/2/7.full
SO  - J Advert Res2001 Mar 01; 41
AB  - Advertising sales elasticity is often used to compare advertising effects (across years, campaigns, media, regions and brands). Broadbent describes why using ‘elasticity’ in the form of a coefficient in a logarithmic regression, is wrong; and why seeing ‘elasticity as the proportion of sales due to advertising is misleading. He recommends using the advertising coefficient in a linear regression for such comparisons.