TV Advertising Effectiveness and Profitability: Generalizable Results From 288 Brands.
We estimate the distribution of television advertising elasticities and the distribution of the advertising return on investment (ROI) for a large number of products in many categories. Our results reveal substantially smaller advertising elasticities compared to the results documented in the litera...
| Publicado en: | Econometrica Vol. 89; no. 4; pp. 1855 - 1880 |
|---|---|
| Autores principales: | , , |
| Formato: | Artículo |
| Publicado: |
Wiley-Blackwell
Jul2021
|
| Materias: | |
| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=151583013&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 151583013 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 00129682 ECN jtl: Econometrica issn: 00129682 maglogo: Y pubinfo: dt: Jul2021 vid: 89 iid: 4 pid: 480 pub: Wiley-Blackwell artinfo: ui: 151583013 10.3982/ECTA17674 ppf: 1855 ppct: 25 formats: tig: atl: TV Advertising Effectiveness and Profitability: Generalizable Results From 288 Brands. aug: au: Shapiro, Bradley T. Hitsch, Günter J. Tuchman, Anna E. affil: Booth, University of Chicago Kellogg, Northwestern University su: Advertising effectiveness Statistical measurement Rate of return Measurement errors Statistical power analysis sug: subj: Advertising effectiveness Statistical measurement Rate of return Measurement errors Statistical power analysis keyword: Advertising agency issues consumer packaged goods empirical generalizations media markets return on investment Advertising agency issues consumer packaged goods empirical generalizations media markets return on investment ab: We estimate the distribution of television advertising elasticities and the distribution of the advertising return on investment (ROI) for a large number of products in many categories. Our results reveal substantially smaller advertising elasticities compared to the results documented in the literature, as well as a sizable percentage of statistically insignificant or negative estimates. The results are robust to functional form assumptions and are not driven by insufficient statistical power or measurement error. The ROI analysis shows negative ROIs at the margin for more than 80% of brands, implying over‐investment in advertising by most firms. Further, the overall ROI of the observed advertising schedule is only positive for one third of all brands. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
|---|