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Nonparametric Estimation of the Effects of Advertising: The Case of Lydia Pinkham

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  • Petr Mariel

    (Universidad del Pais Vasco, Bilbao, Spain)

Abstract
This article reexamines some of the issues raised subsequent to the classical research by Palda (1964). We use a nonparametric estimation method that allows us to incorporate both seasonal and smoothness constraints to estimate the parameters of a demand function using monthly data on Lydia Pinkham's vegetable compound. The analysis indicates that the parameters of the estimated demand equation are not constant throughout the long period of the data, which covers the whole life cycle of the product.

Suggested Citation

  • Petr Mariel, 2005. "Nonparametric Estimation of the Effects of Advertising: The Case of Lydia Pinkham," The Journal of Business, University of Chicago Press, vol. 78(2), pages 649-674, March.
    • Handle: RePEc:ucp:jnlbus:v:78:y:2005:i:2:p:649-674
    DOI: 10.1086/429702
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    Cited by:

    1. Petr Mariel & Susan Orbe & Carlos Rodríguez, 2009. "The Knowledge‐Capital Model Of Fdi: A Time Varying Coefficients Approach," Scottish Journal of Political Economy, Scottish Economic Society, vol. 56(2), pages 196-212, May.
    2. T. Stengos & E. Zacharias, 2006. "Intertemporal pricing and price discrimination: a semiparametric hedonic analysis of the personal computer market," Journal of Applied Econometrics, John Wiley & Sons, Ltd., vol. 21(3), pages 371-386, April.
    3. Mariel Chladkova, Petr & Orbe Mandaluniz, Susan & Rodríguez González, Carlos, 2007. "A time varying coefficient model for panel data: Foreign Direct Investment in European OECD countries," BILTOKI 1134-8984, Universidad del País Vasco - Departamento de Economía Aplicada III (Econometría y Estadística).
    4. Zakaria Babutsidze, 2009. "Learning How to Consume and Returns to Product Promotion," Papers on Economics and Evolution 2009-05, Philipps University Marburg, Department of Geography.
    5. Ryan Dew & Nicolas Padilla & Anya Shchetkina, 2024. "Your MMM is Broken: Identification of Nonlinear and Time-varying Effects in Marketing Mix Models," Papers 2408.07678, arXiv.org.
    6. Zakaria Babutsidze, 2011. "Returns to product promotion when consumers are learning how to consume," Journal of Evolutionary Economics, Springer, vol. 21(5), pages 783-801, December.

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