Spillovers from Mass Advertising: An Identification Strategy
Published Online:15 Jul 2020https://doi.org/10.1287/mksc.2019.1217
References
- (2003) Instrumental variables and GMM: Estimation and testing. Stata J. 3(1):1–31.Crossref, Google Scholar
- (2015) Consumer heterogeneity and paid search effectiveness: A large-scale field experiment. Econometrica 83(1):155–174.Crossref, Google Scholar
- (2010) What drives media slant? Evidence from U.S. daily newspapers. Econometrica 78(1):35–71.Crossref, Google Scholar
- (2003) Who affects whom in daily newspaper markets? J. Political Econom. 111(4):765–784.Crossref, Google Scholar
- (2019) A comparison of approaches to advertising measurement: Evidence from big field experiments at Facebook. Marketing Sci. 38(2):193–225.Link, Google Scholar
- (2018) Super Bowl ads. Marketing Sci. 37(1):78–96.Link, Google Scholar
- (2004) Vertical relationships and competition in retail gasoline markets: Empirical evidence from contract changes in Southern California. Amer. Econom. Rev. 94(1):317–328.Crossref, Google Scholar
- (1996) Valuation of new goods under perfect and imperfect competition. Bresnahan TF, Gordon RJ, eds. The Economics of New Goods (University of Chicago Press, Chicago), 207–248.Google Scholar
- (2008) Understanding strategic bidding in multi-unit auctions: A case study of the Texas electricity spot market. RAND J. Econom. 39(1):86–114.Crossref, Google Scholar
- (2001) Bias from classical and other forms of measurement error. J. Bus. Econom. Statist. 19(4):475–481.Crossref, Google Scholar
- (1994) Identification and estimation of local average treatment effects. Econometrica 62(2):467–475.Crossref, Google Scholar
- (2014) Television advertising and online search. Management Sci. 60(1):56–73.Link, Google Scholar
- (2018) Cross channel effects of search engine advertising on brick & mortar retail sales: Meta analysis of large scale field experiments on Google.com. Quant. Marketing Econom. 16(1):1–42.Crossref, Google Scholar
- (2011) Here, there, and everywhere: Correlated online behaviors can lead to overestimates of the effects of advertising. Sadagopan S, Ramamritham K, eds. Proc. 20th Internat. Conf. World Wide Web (ACM, New York), 157–166.Google Scholar
- (2019) Identification using border approaches and IVs. Preprint, submitted June 19, https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3402187.Google Scholar
- (2015) Television advertising and online shopping. Marketing Sci. 34(3):311–330.Link, Google Scholar
- (1995) How TV advertising works: A meta-analysis of 389 real world split cable TV advertising experiments. J. Marketing Res. 32(2):125–139.Crossref, Google Scholar
- (2019) How and when to use the political cycle to identify advertising effects. Preprint, submitted August 7, https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3404343.Google Scholar
- (2017) Big data and marketing analytics in gaming: Combining empirical models and field experimentation. Marketing Sci. 36(5):699–725.Link, Google Scholar
- (2001) Measuring market power in the ready-to-eat cereal industry. Econometrica 69(2):307–342.Crossref, Google Scholar
- (2000) Which ad works, when, where, and how often? Modeling the effects of direct television advertising. J. Marketing Res. 37(1):32–46.Crossref, Google Scholar
- (2011) How well does advertising work? Generalizations from meta-analysis of brand advertising elasticities. J. Marketing Res. 48(3):457–471.Crossref, Google Scholar
- (2018) Positive spillovers and free riding in advertising of prescription pharmaceuticals: The case of antidepressants. J. Political Econom. 126(1):381–437.Crossref, Google Scholar
- (2019) Generalizable and robust tv advertising effects. Working paper, University of Chicago, Chicago.Google Scholar
- (2019) Ask your doctor? Direct-to-consumer advertising of pharmaceuticals. Rev. Econom. Stud. 86(2):836–881.Crossref, Google Scholar
- (2017) Super returns to Super Bowl ads? Quant. Marketing Econom. 15(1):1–28.Crossref, Google Scholar

