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...
Ausführliche Beschreibung
Gespeichert in:
| Autor*in: |
Anderson, Simon P [verfasserIn] |
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| Format: |
Artikel |
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| Sprache: |
Englisch |
| Erschienen: |
2016 |
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| Rechteinformationen: |
Nutzungsrecht: © 2016, The RAND Corporation. © COPYRIGHT 2016 Published on behalf of the RAND Corporation. |
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| Schlagwörter: |
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| Übergeordnetes Werk: |
Enthalten in: The Rand journal of economics - Hoboken, NJ : Wiley, 1984, 47(2016), 4, Seite 1029-1056 |
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| Übergeordnetes Werk: |
volume:47 ; year:2016 ; number:4 ; pages:1029-1056 |
| Links: |
|---|
| DOI / URN: |
10.1111/1756-2171.12162 |
|---|
| Katalog-ID: |
OLC1988203473 |
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| 520 | |a 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. | ||
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| 650 | 4 | |a Advertising | |
| 650 | 4 | |a Automobile industry | |
| 650 | 4 | |a Brand image | |
| 650 | 4 | |a Analysis | |
| 650 | 4 | |a Nonprescription drugs | |
| 650 | 4 | |a Perceptions | |
| 650 | 4 | |a Equilibrium | |
| 650 | 4 | |a Advertisements | |
| 650 | 4 | |a Studies | |
| 650 | 4 | |a Analgesics | |
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10.1111/1756-2171.12162 doi PQ20170501 (DE-627)OLC1988203473 (DE-599)GBVOLC1988203473 (PRQ)g2162-2690ead6ff57a027b29eca5232470152983b284667335783cb11f183470343dc0 (KEY)0078130420160000047000401029pushmepullyoucomparativeadvertisingintheotcanalges DE-627 ger DE-627 rakwb eng 330 300 DE-600 83.00 bkl Anderson, Simon P verfasserin aut Push‐me pull‐you: comparative advertising in the OTC analgesics industry 2016 Text txt rdacontent ohne Hilfsmittel zu benutzen n rdamedia Band nc rdacarrier 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. Nutzungsrecht: © 2016, The RAND Corporation. © COPYRIGHT 2016 Published on behalf of the RAND Corporation. Advertising Automobile industry Brand image Analysis Nonprescription drugs Perceptions Equilibrium Advertisements Studies Analgesics Ciliberto, Federico oth Liaukonyte, Jura oth Renault, Régis oth Enthalten in The Rand journal of economics Hoboken, NJ : Wiley, 1984 47(2016), 4, Seite 1029-1056 (DE-627)130630128 (DE-600)798131-4 (DE-576)016135814 0741-6261 nnns volume:47 year:2016 number:4 pages:1029-1056 http://dx.doi.org/10.1111/1756-2171.12162 Volltext http://onlinelibrary.wiley.com/doi/10.1111/1756-2171.12162/abstract http://search.proquest.com/docview/1843761623 GBV_USEFLAG_A SYSFLAG_A GBV_OLC SSG-OLC-WIW SSG-OLC-IBL SSG-OLC-PHA SSG-OLC-DE-84 GBV_ILN_22 GBV_ILN_26 GBV_ILN_39 GBV_ILN_60 GBV_ILN_2174 GBV_ILN_4012 GBV_ILN_4306 83.00 AVZ AR 47 2016 4 1029-1056 |
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10.1111/1756-2171.12162 doi PQ20170501 (DE-627)OLC1988203473 (DE-599)GBVOLC1988203473 (PRQ)g2162-2690ead6ff57a027b29eca5232470152983b284667335783cb11f183470343dc0 (KEY)0078130420160000047000401029pushmepullyoucomparativeadvertisingintheotcanalges DE-627 ger DE-627 rakwb eng 330 300 DE-600 83.00 bkl Anderson, Simon P verfasserin aut Push‐me pull‐you: comparative advertising in the OTC analgesics industry 2016 Text txt rdacontent ohne Hilfsmittel zu benutzen n rdamedia Band nc rdacarrier 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. Nutzungsrecht: © 2016, The RAND Corporation. © COPYRIGHT 2016 Published on behalf of the RAND Corporation. Advertising Automobile industry Brand image Analysis Nonprescription drugs Perceptions Equilibrium Advertisements Studies Analgesics Ciliberto, Federico oth Liaukonyte, Jura oth Renault, Régis oth Enthalten in The Rand journal of economics Hoboken, NJ : Wiley, 1984 47(2016), 4, Seite 1029-1056 (DE-627)130630128 (DE-600)798131-4 (DE-576)016135814 0741-6261 nnns volume:47 year:2016 number:4 pages:1029-1056 http://dx.doi.org/10.1111/1756-2171.12162 Volltext http://onlinelibrary.wiley.com/doi/10.1111/1756-2171.12162/abstract http://search.proquest.com/docview/1843761623 GBV_USEFLAG_A SYSFLAG_A GBV_OLC SSG-OLC-WIW SSG-OLC-IBL SSG-OLC-PHA SSG-OLC-DE-84 GBV_ILN_22 GBV_ILN_26 GBV_ILN_39 GBV_ILN_60 GBV_ILN_2174 GBV_ILN_4012 GBV_ILN_4306 83.00 AVZ AR 47 2016 4 1029-1056 |
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10.1111/1756-2171.12162 doi PQ20170501 (DE-627)OLC1988203473 (DE-599)GBVOLC1988203473 (PRQ)g2162-2690ead6ff57a027b29eca5232470152983b284667335783cb11f183470343dc0 (KEY)0078130420160000047000401029pushmepullyoucomparativeadvertisingintheotcanalges DE-627 ger DE-627 rakwb eng 330 300 DE-600 83.00 bkl Anderson, Simon P verfasserin aut Push‐me pull‐you: comparative advertising in the OTC analgesics industry 2016 Text txt rdacontent ohne Hilfsmittel zu benutzen n rdamedia Band nc rdacarrier 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. Nutzungsrecht: © 2016, The RAND Corporation. © COPYRIGHT 2016 Published on behalf of the RAND Corporation. Advertising Automobile industry Brand image Analysis Nonprescription drugs Perceptions Equilibrium Advertisements Studies Analgesics Ciliberto, Federico oth Liaukonyte, Jura oth Renault, Régis oth Enthalten in The Rand journal of economics Hoboken, NJ : Wiley, 1984 47(2016), 4, Seite 1029-1056 (DE-627)130630128 (DE-600)798131-4 (DE-576)016135814 0741-6261 nnns volume:47 year:2016 number:4 pages:1029-1056 http://dx.doi.org/10.1111/1756-2171.12162 Volltext http://onlinelibrary.wiley.com/doi/10.1111/1756-2171.12162/abstract http://search.proquest.com/docview/1843761623 GBV_USEFLAG_A SYSFLAG_A GBV_OLC SSG-OLC-WIW SSG-OLC-IBL SSG-OLC-PHA SSG-OLC-DE-84 GBV_ILN_22 GBV_ILN_26 GBV_ILN_39 GBV_ILN_60 GBV_ILN_2174 GBV_ILN_4012 GBV_ILN_4306 83.00 AVZ AR 47 2016 4 1029-1056 |
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10.1111/1756-2171.12162 doi PQ20170501 (DE-627)OLC1988203473 (DE-599)GBVOLC1988203473 (PRQ)g2162-2690ead6ff57a027b29eca5232470152983b284667335783cb11f183470343dc0 (KEY)0078130420160000047000401029pushmepullyoucomparativeadvertisingintheotcanalges DE-627 ger DE-627 rakwb eng 330 300 DE-600 83.00 bkl Anderson, Simon P verfasserin aut Push‐me pull‐you: comparative advertising in the OTC analgesics industry 2016 Text txt rdacontent ohne Hilfsmittel zu benutzen n rdamedia Band nc rdacarrier 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. Nutzungsrecht: © 2016, The RAND Corporation. © COPYRIGHT 2016 Published on behalf of the RAND Corporation. Advertising Automobile industry Brand image Analysis Nonprescription drugs Perceptions Equilibrium Advertisements Studies Analgesics Ciliberto, Federico oth Liaukonyte, Jura oth Renault, Régis oth Enthalten in The Rand journal of economics Hoboken, NJ : Wiley, 1984 47(2016), 4, Seite 1029-1056 (DE-627)130630128 (DE-600)798131-4 (DE-576)016135814 0741-6261 nnns volume:47 year:2016 number:4 pages:1029-1056 http://dx.doi.org/10.1111/1756-2171.12162 Volltext http://onlinelibrary.wiley.com/doi/10.1111/1756-2171.12162/abstract http://search.proquest.com/docview/1843761623 GBV_USEFLAG_A SYSFLAG_A GBV_OLC SSG-OLC-WIW SSG-OLC-IBL SSG-OLC-PHA SSG-OLC-DE-84 GBV_ILN_22 GBV_ILN_26 GBV_ILN_39 GBV_ILN_60 GBV_ILN_2174 GBV_ILN_4012 GBV_ILN_4306 83.00 AVZ AR 47 2016 4 1029-1056 |
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330 300 DE-600 83.00 bkl Push‐me pull‐you: comparative advertising in the OTC analgesics industry Advertising Automobile industry Brand image Analysis Nonprescription drugs Perceptions Equilibrium Advertisements Studies Analgesics |
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Push‐me pull‐you: comparative advertising in the OTC analgesics industry |
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Push‐me pull‐you: comparative advertising in the OTC analgesics industry |
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Anderson, Simon P |
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push‐me pull‐you: comparative advertising in the otc analgesics industry |
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Push‐me pull‐you: comparative advertising in the OTC analgesics industry |
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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. |
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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. |
| abstract_unstemmed |
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. |
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Push‐me pull‐you: comparative advertising in the OTC analgesics industry |
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http://dx.doi.org/10.1111/1756-2171.12162 http://onlinelibrary.wiley.com/doi/10.1111/1756-2171.12162/abstract http://search.proquest.com/docview/1843761623 |
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Ciliberto, Federico Liaukonyte, Jura Renault, Régis |
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