Genesove, David; Simhon, Avi - C.E.P.R. Discussion Papers - 2008
This paper lays out an econometric strategy for estimating the effect of advertising on prices, by exploiting seasonal … demand and imperfect targeting. We present two simple models of duopoly where firms choose prices and advertising. In times …, and so the effectiveness of advertising is greater, and firms advertise more. We use this to justify IV estimation of …