We estimate the distribution of television advertising elasticities and the distribution of the advertising return on … investment (ROI) for a large number of products in many categories. Our results reveal substantially smaller advertising … over-investment in advertising by most firms. While the overall ROI of the observed advertising schedule is only positive …

Outstream video advertising is becoming increasingly popular in the industry. Differing from the instream video … consumer decisions and advertising effectiveness, create effective outstream video ads, and improve video ad recommendation …

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 …

.3 million US users: one group of users saw the status quo, while the other saw a lower level of advertising (with prominence of … search ads decreased). Revealed preference data reject that users are, overall, averse to search advertising targeted to them … across a diverse set of searches. At the margin, users prefer the search engine with the higher level of advertising. On the …

Yahoo! Research partnered with a nationwide retailer to study the effects of online display advertising on both online …

We use high frequency data on TV and radio advertising together with data on online sales for lottery tickets to … measure the short run effects of advertising. We find them to be strong and to last for up to about 4 hours. They are the … of this model and simulate the effects of a number of counterfactual dynamic advertising strategies. We find that …

Does advertising help consumers to find the products they need or push them to buy products they don't need? In this … paper, we study the effects of advertising on consumer mistakes and quantify the resulting effect on consumer welfare in the …'s exposure to direct mail refinance advertising and their subsequent refinancing decisions. Even though on average borrowers …

, which allow users to get desired website content without unwanted advertising. As a countermeasure, many of these websites … user-related factors: (a) more positive (negative) attitudes toward online advertising encourage adblocker deactivation … deactivation. These hypotheses were supported by a survey conducted by the Spanish advertising industry, but the influence of …