지역 농산물 공동브랜드의 TV 광고효과 분석 : 함안수박을 중심으로

An Econometric Analysis on the Effects of TV Advertising on Sales : In the Case of Ham-An Watermelon

The purpose of this study is to evaluate the eco nomic impacts of regional brand advertising through television. This article deals with estimation and testing of three type of different dis-tributed lag models such as finite distributed lag mod el, polynomial distributed lag model, and exponential distributed lag model with an example given of sales and advertising data for a watermelon produced in the Ham-An area in Korea. The results indicated that exponential distributed lag model more general than the frequently employed finite distributed lag model and polynomial distributed - lag model is shown to be consistent with the evidence. The evidence leads to the conclusion that the major effect of TV advertising on sales rapidly declines after two months even if the carryover effect of tele vision advertising on sales lasts for four months. In addition, an estimated benefit-cost ratio was 26.1 indicating that every won invested into TV advertising cost re-turned ￦26.1 back in terms of agricultural income.