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A cross-industry analysis of the spillover effect in paid search advertising

✍ Scribed by Florian Nottorf, Burkhardt Funk

Book ID
120907530
Publisher
Springer-Verlag
Year
2013
Tongue
English
Weight
299 KB
Volume
23
Category
Article
ISSN
1019-6781

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The 1971 ban on TV and radio advertising of cigarettes offers a unique opportunity to uncover the industry response to a change in the mix of advertising. Following the ban, advertising expenditures were shifted away from TV and radio towards print media. Accounting for the impact of this event with