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What's advertising content worth? : evidence from a consumer credit marketing field experiment
Bertrand, Marianne; Karlan, Dean; Mullainathan, Sendhil; … - 2009
outlays are on the creative design of advertising content. Creative content often uses nuances of presentation and framing … of advertising content as it compares in magnitude to the effect of price. We analyze a direct mail field experiment in … South Africa implemented by a consumer lender that randomized creative content and loan price simultaneously. We find that …
Persistent link: https://www.econbiz.de/10003811505
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Specialized advertising and price competition in vertically differentiated markets
Esteban, Lola; Hernández-García, José M. - In: SERIEs : Journal of the Spanish Economic Association 2 (2011) 2, pp. 255-282
This paper studies how the emergence of specialized communication media focused on both high quality contents and high quality advertised products, affects the functioning of a vertically differentiated market. To that end, we formulate a simultaneous game of pricing and targeted advertising...
Persistent link: https://www.econbiz.de/10009355553
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On aggregation bias in sponsored search data : existence and implications
Abhishek, Vibhanshu; Hosanagar, Kartik; Fader, Peter - 2011
There has been significant recent interest in studying consumer behavior in sponsored search advertising (SSA). Researchers have typically used daily data from search engines containing measures such as average bid, average ad position, total impressions, clicks and cost for each keyword in the...
Persistent link: https://www.econbiz.de/10009376790
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Push-me pull-you : comparative advertising in the OTC analgesics industry
Anderson, Simon P.; Ciliberto, Federico; Liaukonyte, Jura; … - 2015
brand image of targeted rivals. Data on content and spending for all TV advertisements in OTC analgesics enable us to …
Persistent link: https://www.econbiz.de/10011286486
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Advertising for attention in a consumer search model
Haan, Marco; Moraga-González, José Luis - 2009 - This version: April 2009
We model the idea that when consumers search for products, they first visit the firm whose advertising is more salient. The gains a firm derives from being visited early increase in search costs, so equilibrium advertising increases as search costs rise. This may result in lower firm profits...
Persistent link: https://www.econbiz.de/10011378082
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Men vote in Mars, women vote in Venus : a survey experiment in the field
Galasso, Vincenzo; Nannicini, Tommaso - 2013
This paper investigates the differential response of male and female voters to competitive persuasion in political campaigns. During the 2011 municipal elections in Milan, a sample of eligible voters was randomly divided into three groups. Two were exposed to the same incumbent's campaign but to...
Persistent link: https://www.econbiz.de/10009766351
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Men vote in Mars, women vote in Venus : a survey experiment in the field
Galasso, Vincenzo; Nannicini, Tommaso - 2013
This paper investigates the differential response of male and female voters to competitive persuasion in political campaigns. During the 2011 municipal elections in Milan, a sample of eligible voters was randomly divided into three groups. Two were exposed to the same incumbentś campaign but to...
Persistent link: https://www.econbiz.de/10009766678
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Creating attachment through advertising : loss aversion and pre-purchase information
Karle, Heiko - 2013 - This version: March 22, 2013
Complementing the existing literature on anchoring effects and loss aversion, we analyze how firms can influence loss–averse consumers’ willingness to pay by product information in the form of informative advertising rather than by prices. We find that consumers’ willingness to pay is...
Persistent link: https://www.econbiz.de/10009754673
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Driving online and offline sales : the cross-channel effects of digital versus traditional advertising
Dinner, Isaac M.; Heerde, Harald J. van; Neslin, Scott A. - 2011 - Rev.
Today's marketing environment is characterized by a surge in multichannel shopping and ever more choice in advertising channels. This requires firms to understand how both digital and traditional advertising drive sales within the same channel (e.g., digital advertising affecting online sales)...
Persistent link: https://www.econbiz.de/10009626237
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The effect of deceptive advertising on consumption of the advertised good and its substitutes : the case of over-the-counter weight loss products
Cawley, John H.; Avery, Rosemary J.; Eisenberg, Matthew - 2013
This paper is the first to estimate the impact of exposure to deceptive advertising on consumption of the advertised product and its substitutes. We study the market for over-the-counter (OTC) weight-loss products, a market in which deceptive advertising is rampant and products are generally...
Persistent link: https://www.econbiz.de/10009717705