The nature of the effect of media advertising on brand choice is investigated in two product categories in analyses … which advertising is assumed to directly affect brand utility, model error variance, and brand consideration. We find strong … support for advertising effects on choice through an indirect route of consideration set formation, and not directly affecting …

A central challenge in estimating the causal effect of TV advertising on demand is isolating quasi-random variation in … advertising. Political advertising, which topped $14 billion in expenditures in 2016, has been proposed as a plausible source of … identify the causal effect of TV advertising on demand, highlight threats to the exclusion restriction and monotonicity …

Advertising pre-testing (or copy testing) is often employed in sales forecasting. It helps to quantify the impact of … advertising on generating awareness, trial and repeat purchases. This paper reviews existing copy testing practices and makes some … techniques for new products. The paper demonstrates that in an STM study, advertising can be evaluated using a relatively narrow …

This paper assesses the methodology employed in longitudinal studies of advertising and youth drinking and smoking …, empirical issues associated with measures of advertising receptivity and exposure. Third, potential endogeneity of receptivity …

Although product advertising has been widely studied and understood in relation to the consumer’s purchase decision …, advertising may also have unintended but important societal and economic consequences. In this paper, we examine a public health … regulations on direct-to-consumer television advertising for prescription drugs in 1997, ED drug makers have consistently been top …

gap, we use face recognition and race classification technologies to quantify the Black actor share of ads in TV ad …

use and marketing. The effects of advertising bans are statistically insignificant or have contrary coefficient signs …

fundamental question of advertising effectiveness. In digital advertising three major puzzle pieces are central to rigorously … quantifying advertising incrementality: ad buying/bidding/pricing, attribution, and experimentation. Building on the foundations … conversion attribution of advertising's causal effects. Implementation of this approach is likely to secure a significant …