The retail industry is one of the top spenders in advertising, and retailers are keen to design an effective ad … campaign targeting a relevant audience. We study how the effects of retail advertising on store traffic depend on customer … average customer. Our results demonstrate a rich and strong heterogeneity in retail advertising effects and imply a large gain …

competition on dealer and manufacturer advertising. I find that greater intra-brand dealer competition is associated with lower … dealer advertising and greater local advertising by manufacturers. The results are evidence that manufacturers can encourage …

We measure the causal effects of online advertising on sales, using a randomized experiment performed in cooperation … advertising on sales. The treatment effect persists for weeks after the end of an advertising campaign, and the total effect on … revenues is estimated to be more than seven times the retailer's expenditure on advertising during the study. Additional …

advertising. The experimental design overcomes limitations that have hindered previous investigations of this issue. Our study … uncovers dynamic advertising effects that have not been previously considered in the literature. We find that current … advertising does affect future sales but surprisingly, the affect is not always positive; for the firm's best customers the long …

When a manufacturer advertises, what is the impact on retailer advertising? I analyze a contest model of advertising … where total advertising by the manufacturer and by retailers determines market size, and the relative level of advertising … increased manufacturer advertising increases retail advertising. But if one retailer is stronger, then marginal increases in …