English, Article edition: DYNAMICS OF RETAIL ADVERTISING: EVIDENCE FROM A FIELD EXPERIMENT DUNCAN SIMESTER; YU (JEFFREY) HU; ERIK BRYNJOLFSSON; ...

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Bookmark: http://trove.nla.gov.au/version/155899
Physical Description
  • article
Language
  • English

Edition details

Title
  • DYNAMICS OF RETAIL ADVERTISING: EVIDENCE FROM A FIELD EXPERIMENT
Author
  • DUNCAN SIMESTER
  • YU (JEFFREY) HU
  • ERIK BRYNJOLFSSON
  • ERIC T. ANDERSON
Physical Description
  • article
Notes
  • "We use a controlled field experiment to investigate the dynamic effects of retail advertising. The experimental design overcomes limitations hindering previous investigations of this issue. Our study uncovers dynamic advertising effects that have not been considered in previous literature. We find that current advertising does affect future sales, but surprisingly, the effect is not always positive; for the firm's best customers, the long-run outcome may be negative. This finding reflects two competing effects: brand switching and intertemporal substitution. We also find evidence of cross-channel substitution, with the firm's best customers switching demand to the ordering channel that corresponds to the advertising. "("JEL "L2, L81, M3) Copyright (c) 2008 Western Economic Association International.
  • RePEc:bla:ecinqu:v:47:y:2009:i:3:p:482-499
Language
  • English
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