Shapiro, Bradley T.; Hitsch, Günter J.; Tuchman, Anna E. - In: Econometrica 89 (2021) 4, pp. 1855-1879
We estimate the distribution of television advertising elasticities and the distribution of the advertising return on investment (ROI) for a large number of products in many categories. Our results reveal substantially smaller advertising elasticities compared to the results documented in the...