Search Results - subject:"economics of advertising"

Incentive misalignments in programmatic advertising : evidence from a randomized field experiment

Frick, Thomas W.; Belo, Rodrigo; Telang, Rahul - In: Management science : journal of the Institute for … 69 (2023) 3, pp. 1665-1686

Persistent link: https://www.econbiz.de/10014305001

What's Advertising Content Worth? Evidence from a Consumer Credit Marketing Field Experiment

Bertrand, Marianne; Mullainathan, Sendhil; Karlan, Dean; … - Economic Growth Center, Economics Department - 2009

: economics of advertising, economics & psychology, behavioral economics, cues, microfinance I. Introduction Firms spend … the economics of advertising address advertising content effects. Bagwell’s review covers both laboratory and field … “behavioral” decision making and economics of advertising literatures enrich the simple decision rule in equation (2) and allow …

Persistent link: https://www.econbiz.de/10005357712

What's advertising content worth? Evidence from a consumer credit marketing field experiment

Bertrand, Marianne; Karlan, Dean S.; Mullainathan, Sendhil - 2008

Firms spend billions of dollars each year advertising consumer products in order to influence demand. Much of these outlays are on the creative design of advertising content. Creative content often uses nuances of presentation and framing that have large effects on consumer decision making in...

Persistent link: https://www.econbiz.de/10010270671