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Pricing Power in Advertising Markets : Theory and Evidence
Gentzkow, Matthew Aaron; Shapiro, Jesse M.; Yang, Yu; … - National Bureau of Economic Research - 2022
Existing theories of media competition imply that advertisers will pay a lower price in equilibrium to reach consumers who multi-home across competing outlets. We generalize and extend this theoretical result and test it using data from television and social media advertising. We find that...
Persistent link: https://www.econbiz.de/10013334495
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Marketing Mutual Funds
Roussanov, Nikolai - 2018
Marketing and distribution expenses are responsible for about a third of the cost of active management in the mutual … fund industry. We develop and estimate a structural model of mutual fund marketing with learning about unobserved skill and … costly investor search. Our estimates suggest that marketing is nearly as important as performance and fees for determining …
Persistent link: https://www.econbiz.de/10012480709
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Fast-Food Restaurant Advertising on Television and Its Influence on Childhood Obesity
Chou, Shin-Yi - 2005
Childhood obesity around the world, and particularly in the United States, is an escalating problem that is especially detrimental as its effects carry on into adulthood. In this paper we employ the 1979 Child-Young Adult National Longitudinal Survey of Youth and the 1997 National Longitudinal...
Persistent link: https://www.econbiz.de/10012466792
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Exposure to Food Advertising On Television : Associations With Children's Fast Food and Soft Drink Consumption and Obesity
Andreyeva, Tatiana - 2011
There is insufficient research on the direct effects of food advertising on children's diet and diet-related health, particularly in non-experimental settings. We employ a nationally-representative sample from the Early Childhood Longitudinal Survey-Kindergarten Cohort (ECLS-K) and the Nielsen...
Persistent link: https://www.econbiz.de/10012461800
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A Tear in the Iron Curtain : The Impact of Western Television on Consumption Behavior
Bursztyn, Leonardo - 2014
This paper examines the impact of exposure to foreign media on the economic behavior of agents in a totalitarian regime. We study private consumption choices focusing on former East Germany, where differential access to Western television was determined by geographic features. Using data...
Persistent link: https://www.econbiz.de/10012458263
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Fast-Food Restaurant Advertising on Television and Its Influence on Youth Body Composition
Grossman, Michael - 2012
We examine the effects of fast-food restaurant advertising on television on the body composition of adolescents as measured by percentage body fat (PBF) and to assess the sensitivity of these effects to using conventional measures of youth obesity based on body-mass index (BMI). We merge...
Persistent link: https://www.econbiz.de/10012460020
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Leveling the Playing Field : How Campaign Advertising Can Help Non-Dominant Parties
Larreguy, Horacio A. - 2016
Voters are often uncertain about and biased against non-dominant political parties. By reducing the information gap with dominant parties, political advertising may thus disproportionately benefit non-dominant parties electorally. We test this argument in Mexico, where three main parties...
Persistent link: https://www.econbiz.de/10012455731
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Direct-to-Consumer Advertising and Online Search
Chesnes, Matthew - 2016
Beginning in 1997, the Food and Drug Administration (FDA) allowed television advertisements to make major statements about a prescription drug, while referring to detailed drug information on the internet (FDA 1997; 2015). The hope was that consumers would seek additional information online to fully...
Persistent link: https://www.econbiz.de/10012456097
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How Do Firms Build Market Share?
Fitzgerald, Doireann - 2018
locked in. However, it is consistent with a literature which emphasizes the importance of marketing and advertising …
Persistent link: https://www.econbiz.de/10012452927
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Mortality from Nestlé’s Marketing of Infant Formula in Low and Middle-Income Countries
Anttila-Hughes, Jesse K. - 2018
Intensive and controversial marketing of infant formula is believed to be responsible for millions of infant deaths in …
Persistent link: https://www.econbiz.de/10012453262