The Influence of Advertising on Tobacco Consumption: a reply to Jackson & Ekelund

Summary This paper re‐examines the model for quarterly cigarette consumption presented earlier (Chetwynd et al., 1988) in the light of criticisms by Jackson & Ekelund of a number of possible deficiencies in the econometric procedures employed. A thorough interrogation of the model has been pursued using a comprehensive battery of econometric testing procedures which go beyond those suggested by Jackson & Ekelund. The model is found to perform well against all of these tests and the original conclusions drawn from the model are sustained, including the significant impact of advertising on aggregate cigarette consumption.