Carryover effects of advertising on sales of durable goods

In a landmark paper, Clarke [Clarke, D.G., J. Marketing Res. 13 (November 1976): 345–357] addressed the question of how long the carryover effect of advertising on sales persists. Appropriate cautions are included in the conclusions reached by Clarke since the preponderance of studies that he reviewed involved mature frequently purchased low-priced products. His conclusion is that, for such products, the carryover effect of advertising lasts a matter of months rather than years. The current study examines durable goods and provides preliminary evidence that for some durables, advertising effects may have a duration interval that exceeds a year.     

Utilization of SFAS No. 14 disclosures in assessing operating risk

This paper examines the usefulness of segmental disclosures required by SFAS No. 14 in assessing the operating risk of the firm. It is shown that the segmental asset data required by SFAS No. 14 is theoretically linked to an assessment of operating risk. In addition, an empirical investigation is conducted to examine whether this new disclosure was material enough to cause a reassessment by market participants of the operating risk of the affected firms. Segmental disclosure policy implications of the findings of this study are also discussed.     

Auditor independence and nonaudit services: Director views and their policy implications

The external auditor's role and relationship with an audit client are not purely matters of private concern between the two parties. The rationale for the external auditor's work—indeed a primary justification for the existence of the public accounting profession—arises from the need for reliable financial information in order for our economy to operate smoothly. Thus the auditor, in certifying financial statements, performs a quasi-public function. The necessary relationship between auditor and client is one of complete independence. In recent years public policymakers including the U.S. Congress have questioned the propriety of auditors' performing nonaudit services for their clients. This paper reports the results of an empirical study of U.S. corporate directors who considered the propriety of allowing a firm's auditors to perform various nonaudit service engagements.The results show, especially in the case of systems design, increasing director concern and a lack of overall consensus as nonaudit services approach 40 percent of the firm's audit fee. Policy implications of the findings are considered.     

Bayesian and mixed estimators of time varying betas

Based on the random coefficient model, Vasicek's static Bayesian beta coefficient adjustment model is extended to a dynamic model. It is shown that the time-varying security beta model can be used to identify and resolve the existence of nonstationary (weak stationary) beta coefficient over time. The implication of a random beta coefficient on th standard Bayesian adjustment is also explored. The usefulness of employing time-varying security beta estimates in forecasting the future beta in terms of Box and Jenkins' ARIMA model is also empirically demonstrated.     

Of lessees,lessors, and discount rates and whether pigs have wings

Recent articles on leasing suggest five principles that should aid analysts to understand this durable, much misunderstood financial instrument. The principles are 1) the lessor must be happy too, 2) the operating inflows have nothing to do with the case, 3) financial, like physical, matter tends to be preserved, 4) debt is a function of after-tax flows, and 5) inability to use tax shelters cuts two ways. In this paper we illustrate these principles and use illustrations to demonstrate that each of these principles has merit. We argue as well that the impression, often left by the principles, that leasing seldom benefits all parties to the transaction is incorrect.     

Comparative industrial advertising: The content and frequency

Comparative advertising is the pratice of comparing two or more named or unnamed products in an advertisement. The purpose of this study was to examine the use of comparative advertising in widely circulated industrial publications. The study examined approximately 2100 full-page advertisements in major trade publications for the years 1970, 1975, and 1980. It was found that comparative advertising is not the dominant format for industrial journal advertising. Further, there was a significant decrease in the use of comparative advertising from 1975 to 1980. Nevertheless, when industrial advertisers use comparative advertising, they tend to rely more frequently on implied comparisons rather than on the more aggressive, strictly comparative format. Also, industrial marketers seem to be more inclined to stress product features rather than price, distribution, or promotion when using comparative advertising.     

Brand choice and varying quantity of information

The research reported here examines the impact of varying information on brand choice decisions and the relationship between brand choice and consumers' confidence, satisfaction, and the assumptions they make about undisclosed information.