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dc.contributor.authorRenault, Régis*
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dc.contributor.authorLiaukonyte, Jura*
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dc.contributor.authorCiliberto, Federico*
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dc.contributor.authorAnderson, Simon P.*
dc.date.accessioned2013-12-13T11:07:47Z
dc.date.available2013-12-13T11:07:47Z
dc.date.issued2012-04
dc.identifier.urihttps://basepub.dauphine.fr/handle/123456789/12285
dc.language.isoenen
dc.subjectComparative advertisingen
dc.subjectadvertising targetsen
dc.subjectdiversion ratiosen
dc.subjectattack matrixen
dc.subjectpush and pull effectsen
dc.subjectanalgesicsen
dc.subject.ddc338en
dc.subject.classificationjelL13en
dc.subject.classificationjelM37en
dc.subject.classificationjelL65en
dc.titlePush-Me Pull-You: Comparative Advertising in the OTC Analgesics Industryen
dc.typeDocument de travail / Working paper
dc.contributor.editoruniversityotherCornell University, Ithaca NY;États-Unis
dc.contributor.editoruniversityotherUniversité de Cergy-Pontoise;France
dc.contributor.editoruniversityotherUniversity of Virginia, Charlottesville;États-Unis
dc.description.abstractenWe model comparative advertising as brands pushing up own brand perception and pulling down the brand image of targeted rivals. We watched all TV advertisements for OTC analgesics 2001-2005 to construct matrices of rival targeting and estimate the structural model. These attack matrices identify diversion ratios and hence comparative advertising damage measures. We find that outgoing comparative advertising attacks are half as powerful as self-promotion in raising own perceived quality and cause more damage to the targeted rival than benefit to the advertiser. Comparative advertising causes most damage through the pull-down effect and has substantial benefits to other rivals.en
dc.publisher.nameUniversity Library of Munichen
dc.publisher.cityMunichen
dc.identifier.citationpages40en
dc.relation.ispartofseriestitleMPRA Paperen
dc.relation.ispartofseriesnumber38626en
dc.identifier.urlsitehttp://mpra.ub.uni-muenchen.de/38626/en
dc.subject.ddclabelEconomie industrielleen
dc.description.submittednonen
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