21- https://doi.org/10.1287/mksc.2019.1217
Spillovers from Mass Advertising: An Identification Strategy
- Jul 1, 2020
- Marketing Science
- Michael Thomas
Abstract
By definition, mass advertising decisions cannot target local levels, which provides opportunities to identify the effect of advertising.
- # Mass Advertising
- # Identification Strategy
- # Advertising Decisions
- # Effect Of Advertising
- # Local Levels
