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...

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Detalles Bibliográficos

Publicado en:	Econometrica Vol. 89; no. 4; pp. 1855 - 1880
Autores principales:	Shapiro, Bradley T., Hitsch, Günter J., Tuchman, Anna E.
Formato:	Artículo
Publicado:	Wiley-Blackwell Jul2021
Materias:	Advertising effectiveness Statistical measurement Rate of return Measurement errors Statistical power analysis
Acceso en línea:	Ver este registro en EBSCOhost