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...
| Published in: | RAND Journal of Economics (Wiley-Blackwell) Vol. 47; no. 4; pp. 1029 - 1057 |
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| Main Authors: | , , , |
| Format: | Article |
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Wiley-Blackwell
Winter2016
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| Subjects: | |
| Online Access: | View this record in EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=119457551&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 119457551 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 07416261 56RJ jtl: RAND Journal of Economics (Wiley-Blackwell) issn: 07416261 maglogo: Y pubinfo: dt: Winter2016 vid: 47 iid: 4 pid: 480 pub: Wiley-Blackwell artinfo: ui: 119457551 10.1111/1756-2171.12162 ppf: 1029 ppct: 28 formats: fmt: – @attributes: type: T – @attributes: type: P size: 422KB tig: atl: Push-me pull-you: comparative advertising in the OTC analgesics industry. aug: au: Anderson, Simon P. Ciliberto, Federico Liaukonyte, Jura Renault, Régis affil: University of Virginia Cornell University Université de Cergy ‐ Pontoise, ThEMA su: Consumption (Economics) Corporate profits Analgesics industry Branding (Marketing) Over-the-counter markets sug: subj: Consumption (Economics) Pharmaceutical Preparation Manufacturing Pharmaceutical and medicine manufacturing Corporate profits Analgesics industry Branding (Marketing) Over-the-counter markets ab: 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 expenditures and estimate the structural model. Using brands' optimal choices, these attack matrices identify diversion ratios, from which we derive comparative advertising damage measures. We find that comparative advertising causes more damage to the targeted rival than benefit to the advertiser. We simulate banning comparative advertising to find industry profits rise. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
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