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abscissa absolute values according advertising and sales advertising expenditure advertising ﬂuctuations analysis annual Appendix ASVI Average monthly expenditure axis basis Belgian francs Belgium brand advertising Britain calculated on absolute chapter chart cinema classified Co-variation between advertising coefficients column comparable comparison correlation countries department stores Detergents dispersion index distribution economic explained fact factors figures footwear France Germany graphs groups Holland hypothesis Italy Kapferer und Schmidt Lebert less measure method millions monthly average monthly indices negative Netherlands one-month overall period preceding press advertising product-fields product-groups Purchase of space quarterly radio and T.V. reﬂect seasonal character seasonal characteristics seasonal ﬂuctuations seasonal index seasonal movement seasonal pattern Seasonal variation index shown signiﬁcant Source of data Spring season statistical survey statistics Swiss francs Switzerland table XVI television temporary inﬂuences Textiles time-lag trend turnover variables variance variation index calculated vary VIII