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

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 …

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 …