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Push-me pull-you: comparative advertising in the OTC analgesics industry.

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 Over-The- Counter (OTC) analgesics enable us to construct matrices of rival targeting expen...

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Publicado en:RAND Journal of Economics (Wiley-Blackwell) Vol. 47; no. 4; pp. 1029 - 1057
Autores principales: Anderson, Simon P., Ciliberto, Federico, Liaukonyte, Jura, Renault, Régis
Formato: Artículo
Publicado: Wiley-Blackwell Winter2016
Materias:
Consumption (Economics)
Corporate profits
Analgesics industry
Branding (Marketing)
Over-the-counter markets
Acceso en línea:Ver este registro en EBSCOhost