Advertising and alcoholic drink demand in the UK: some further Rotterdam model estimates
Martyn DuffyUniversity of Manchester Institute of Science and Technology, Manchester, UK
INTRODUCTION
Duffy (1987, 1989) and Selvanathan (1989) have recently presented estimates of the influence of advertising on alcoholic drink demand in the UK. Although they worked with data spanning different periods, both of these authors' estimates were derived from very similar versions of the same model of consumer behaviour: the so-called 'Rotterdam' model as amended to incorporate advertising outlays amongst the explanatory variables or determinants of demand.
The model's curious name is derived from the...