Potential benefits of toothpaste advertising on dental health

This paper considers the effect of advertising on the sales of various brands of toothpaste. It has attempted to investigate the relationship between the level of sales of a brand and those of its competitors. Econometric estimations of the demand-function for toothpaste have been made and the authors have tried to determine the interrelationships between advertisement and toothpaste sales. The findings cast doubt upon the efficiency of the present system of competitive advertisement and suggest a possible alternative approach to the marketing of toothpaste which could increase sales and, at the same time, beneficially influence dental health.