How and When to Use the Political Cycle to Identify Advertising Effects-Reference-Cited by-同舟云学术

How and When to Use the Political Cycle to Identify Advertising Effects

Published:2021-03 Issue:2 Volume:40 Page:283-304
ISSN:0732-2399
Container-title:Marketing Science
language:en
Short-container-title:Marketing Science

Author:

Moshary Sarah¹^ORCID,Shapiro Bradley T.¹²^ORCID,Song Jihong³

Affiliation:

1. Booth, University of Chicago, Chicago, Illinois 60637;

2. National Bureau of Economic Research, Cambridge, Massachusetts 02138;

3. Department of Economics, Princeton University, Princeton, New Jersey 08544

Abstract

This paper provides a critical analysis of how and when political advertising serves as a useful source of exogenous variation in product advertising.

Publisher

Institute for Operations Research and the Management Sciences (INFORMS)

Subject

Marketing,Business and International Management

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