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...

Full description

Bibliographic Details

Published in:	RAND Journal of Economics (Wiley-Blackwell) Vol. 47; no. 4; pp. 1029 - 1057
Main Authors:	Anderson, Simon P., Ciliberto, Federico, Liaukonyte, Jura, Renault, Régis
Format:	Article
Published:	Wiley-Blackwell Winter2016
Subjects:	Consumption (Economics) Corporate profits Analgesics industry Branding (Marketing) Over-the-counter markets
Online Access:	View this record in EBSCOhost