An econometric analysis of the effects of generic advertising on the demand for tea in the U.K.

Abstract

Examines the generic advertising campaign for tea conducted under the auspices of the Tea Council (UK) between 1965 and 1968. Contends that this innovation had a statistically significant effect on the trend of tea consumption, but was insufficient to halt the overall decline – this is attributed to the demand for coffee. Purports to investigate, as far as possible, the impact of this generic campaign on the demand for tea. States the analysis is concerned with the period from 1958 onwards and is based on quarterly data. Concludes that it seems unlikely that tea has been broadly competing with all drinks in any effective sense over the period studied.

Citation

Ball, R.J. and Agarwala, R. (1969), "An econometric analysis of the effects of generic advertising on the demand for tea in the U.K.", European Journal of Marketing, Vol. 3 No. 4, pp. 202-217. https://doi.org/10.1108/EUM0000000005220