| 来源类型 | Working Paper |
| 规范类型 | 报告 |
| DOI | 10.3386/w27684 |
| 来源ID | Working Paper 27684 |
| Generalizable and Robust TV Advertising Effects | |
| Bradley Shapiro; Günter J. Hitsch; Anna Tuchman | |
| 发表日期 | 2020-08-17 |
| 出版年 | 2020 |
| 语种 | 英语 |
| 摘要 | We provide generalizable and robust results on the causal sales effect of TV advertising for a large number of products in many categories. Such generalizable results provide a prior distribution that can improve the advertising decisions made by firms and the analysis and recommendations of policy makers. To provide generalizable results, we base our analysis on a large number of products and clearly lay out the research protocol used to select the products. We characterize the distribution of all estimates, irrespective of sign, size, or statistical significance. To ensure generalizability, we document the robustness of the estimates. First, we examine the sensitivity of the results to the assumptions made when constructing the data used in estimation. Second, we document whether the estimated effects are sensitive to the identification strategies that we use to claim causality based on observational data. Our results reveal substantially smaller advertising elasticities compared to the results documented in the extant literature, as well as a sizable percentage of statistically insignificant or negative estimates. Finally, we conduct an analysis of return on investment (ROI). While our results show that many brands perform better with their observed advertising than they would without advertising, we document considerable over-investment in advertising at the margin. |
| 主题 | Other ; History of Economic Thought ; Econometrics ; Estimation Methods ; Data Collection ; Industrial Organization ; Market Structure and Firm Performance ; Industry Studies ; Accounting, Marketing, and Personnel |
| URL | https://www.nber.org/papers/w27684 |
| 来源智库 | National Bureau of Economic Research (United States) |
| 引用统计 | |
| 资源类型 | 智库出版物 |
| 条目标识符 | http://119.78.100.153/handle/2XGU8XDN/585356 |
| 推荐引用方式 GB/T 7714 | Bradley Shapiro,Günter J. Hitsch,Anna Tuchman. Generalizable and Robust TV Advertising Effects. 2020. |
| 条目包含的文件 | ||||||
| 文件名称/大小 | 资源类型 | 版本类型 | 开放类型 | 使用许可 | ||
| w27684.pdf（7318KB） | 智库出版物 | 限制开放 | CC BY-NC-SA | 浏览 | ||
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