Re: Advertis(z)ing "Rajiv Sethi" at Jul 30, 94 11:52:52 am

[Herbert Gintis <gintis@xxxxxxxxxxxxxxx>]

To show how little I know about the subject, I evidently spelled
advertising wrong (with a 'z'). Jim Divine caught this with a [sic]. I
looked it up in my on-line CDROM Toolworks Reference Library, and it
doesn't give 'advertizing' as an acceptable alternative. I see that I
have corrupted some others in the discussion. Sorry.

	How would you measure the effects of advertising? I can think
of a few ways. All involve using the level of advertising 'exposure'
(e.g., expenditure) on the amount of consumption activity. For
instance, there are often flare-ups of comptetitive advertising in
(say, toothpaste). Do these lead to more toothpaste purchases. Another:
when the newspapers are on strike, does the level of consumption of
the relevant goods go down? Third, is there a correlation between volume
of advertising and the demand for leisure?

Herb gintis@xxxxxxxxxxxxxxx