Modeling Advertising Expenditures and Spillover Effects Applied to the U.S. Non- Alcoholic Beverage Industry: Vector Autoregression (VAR) and Polynomial Distributed Lag (PDL) Approaches Senarath Dharmasena Oral Capps, Jr. David A. Bessler Agribusiness, Food and Consumer Economics Research Center (AFCERC), and Department of Agricultural Economics, Texas A&M University, College Station, TX 77843-2124 Selected Paper Presented at the Agricultural and Applied Economics Association Annual Meeting, Seattle, Washington, August 12-14, 2012 Copyright 2012 by Senarath Dharmasena, Oral Capps, Jr and David A. Bessler. All rights reserved. Readers may make verbatim copies of this document for non-commercial purposes by any means, provided that this copyright notice appears on all such copies