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Push-me pull-you : comparative advertising in the OTC analgesics industry
Anderson, Simon P.; Ciliberto, Federico; Liaukonyte, Jura; … - 2015
We derive equilibrium incentives to use comparative advertising that pushes up own brand perception and pulls down the brand image of targeted rivals. Data on content and spending for all TV advertisements in OTC analgesics enable us to construct matrices of dollar rival targeting and estimate...
Persistent link: https://www.econbiz.de/10011286486
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Estimating the Value of Offsite Tracking Data to Advertisers : Evidence from Meta
Wernerfelt, Nils; Tuchman, Anna; Shapiro, Bradley; … - National Bureau of Economic Research - 2024
Third-party cookies and related 'offsite' tracking technologies are frequently used to share user data across applications in support of ad delivery. These data are viewed as highly valuable for online advertisers, but their usage faces increasing headwinds. In this paper, we quantify the...
Persistent link: https://www.econbiz.de/10015056091
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Demand for Differentiated Products : Price and Advertising Evidence from the U.S. Beer Market
Rojas, Christian; Peterson, Everett - 2007
This paper employs a nation-wide sample of supermarket scanner data to estimate a large brand-level demand system for beer in the U.S. using the Distance Metric method of Pinkse, Slade and Brett (2002). Unlike previous studies, this work estimates the own- and cross-advertising elasticities in...
Persistent link: https://www.econbiz.de/10014048403
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Positively aware? : conflicting expert reviews and demand for medical treatment
Balat, Jorge F.; Papageorge, Nicholas W.; Qayyum, Shaiza - 2017
effects. Findings suggest that consumers demand information from experts according to the trade-offs they face when making …
Persistent link: https://www.econbiz.de/10011709785
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The Power of Information : How Do U.S. News Rankings Affect the Financial Resources of Public Colleges?
Jin, Ginger Zhe; Whalley, Alexander - 2007
quality information on the financial resources of public colleges. Using college level data from 1987 to 1995, we have three … national universities and colleges. This paper utilizes this exogenous information shock to identify the impact of college … quality rankings may influence the provision of quality through a political channel …
Persistent link: https://www.econbiz.de/10014052798
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Service competition and product quality in the U.S. automobile industry
Tijerina Guajardo, José Alfredo; Cohen, Morris A.; … - In: Management science : journal of the Institute for … 62 (2016) 7, pp. 1860-1877
Persistent link: https://www.econbiz.de/10011518598
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Push-me pull-you : comparative advertising in the OTC analgesics industry
Anderson, Simon P.; Ciliberto, Federico; Liaukonyte, Jura; … - In: The Rand journal of economics 47 (2016) 4, pp. 1029-1056
Persistent link: https://www.econbiz.de/10011665458
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The effects of comparative advertising on young consumers’ perceptions : cross-cultural comparison between the United States and Taiwan
Muk, Alexander; Chung, Christina; Chang, En Chi - In: Journal of promotion management : JPM 23 (2017) 1, pp. 100-122
Persistent link: https://www.econbiz.de/10011729468
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Comparative advertising in markets where brands and comparative advertising are novel
Nye, Carolyn White; Roth, Martin S.; Shimp, Terence A. - In: Journal of international business studies : JIBS ; an … 39 (2008) 5, pp. 851-863
Persistent link: https://www.econbiz.de/10003738916
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Comparative advertising and competition policy
Barigozzi, Francesca; Peitz, Martin - In: Recent developments in antitrust : theory and evidence, (pp. 215-263). 2007
Persistent link: https://www.econbiz.de/10003412797