Advertising duration effect was a one of concerns in marketing areas. For many empirical studies, Palda(1964) and Bass and Clarke(1972) showed an interesting results of advertising duration effect. Palda showed a geometric effect of advertising, where Bass and Clarke a non-geometric effect of that.
In Korean situation, there are few empirical studies of advertising duration effect and we analysed an its effect for korean electronic products through early published models which can represent advertising lag structure. It was found that advertising lag structure was monotonic lag type, that is to say, geometric lag structure in Korean situation.
Many authors have hinged on koyck's specification which can picture geometric decay perhaps more on accounts of its simplicity than because of its realism. But, based on empirical results, Koyck's specfication reflects its realism as well as its simplicity, maybe.
Through early published models, we could compare its performences and found that as its statistical significant are lower, its results are more different. In Korean situation, competition was an important factor influencing sales.
