Display advertising’s competitive spillovers to consumer search

Quantitative Marketing and Economics - Tập 13 Số 2 - Trang 93-115 - 2015
Randall A. Lewis1, Dan Tri Nguyen2
1Google, Mountain view, USA
2University of Chicago Booth School of Business, Chicago, USA

Tóm tắt

Từ khóa


Tài liệu tham khảo

Alba, J.W., & Chattopadhyay, A. (1985). Effects of context and part-category cues on recall of competing brands. Journal of Marketing Research, 340–349.

Anderson, E. T., & Simester, D. (2013). Advertising in a competitive market: the role of product standards, customer learning, and switching costs. Journal of Marketing Research, 50(4), 489–504.

Atlas Institute (2008). Engagement mapping: a new measurement standard is emerging for advertisers. Microsoft.

Autobytel (2011). Autobytel - new cars. Retrieved Jun. 30, 2011. http://www.autobytel.com/new-cars .

Bagwell, K. (2007). The economic analysis of advertising. Handbook of Industrial Organization, 3, 1701–1844.

Blake, T., Nosko, C., & Tadelis, S. (2013). Consumer heterogeneity and paid search effectiveness: a large scale field experiment. Working Paper.

Butters, G.R. (1977). Equilibrium distributions of sales and advertising prices. The Review of Economic Studies, 465–491.

Carmi, E., Oestreicher-Singer, G., & Sundararajan, A. (2010). Is Oprah contagious? Identifying demand spillovers in online networks. Identifying demand spillovers in online networks (August 3, 2012). NET Institute Working Paper No. 10–18.

Chiou, L., & Tucker, C (2011). How does pharmaceutical advertising affect consumer search? Available at SSRN 1542934.

Drèze, X., & Hussherr, F.X. (2003). Internet advertising: is anybody watching? Journal of Interactive Marketing, 17(4), 8–23.

Economides, N., & Salop, S.C. (1992). Competition and integration among complements, and network market structure. The Journal of Industrial Economics, 105–123.

Franklin, E. (2011). CNET looks at current and upcoming tablets. Retrieved Jul. 29, 2011. CNET. http://news.cnet.com/8301-17938_105-20037960-1/cnet-looks-at-current-and-upcoming-tablets .

Ghose, A., Han, S.P., & Sung H.P (2013). Analyzing the interdependence between web and mobile advertising analyzing the interdependence between web and mobile advertising: a randomized field experiment.

Goldfarb, A., & Tucker, C. (2011a). Online display advertising: targeting and obtrusiveness. Marketing Science, 30(3), 389–404.

Goldfarb, A., & Tucker, C. (2011b). Privacy regulation and online advertising. Management Science, 57(1), 57–71.

Goldfarb, A., & Tucker, C. (2011c). Search engine advertising: channel substitution when pricing ads to context. Management Science, 57(3), 458–470.

Grossman, G.M., & Shapiro, C. (1984). Informative advertising with differentiated products. The Review of Economic Studies, 51(1), 63–81.

IAB and PwC (2004). IAB internet advertising revenue report FY 2003. Retrieved Mar. 11, 2015. http://www.iab.net/AdRevenueReport .

IAB and PwC (2014). IAB internet advertising revenue report FY 2013. Retrieved Mar. 11, 2015. http://www.iab.net/AdRevenueReport .

Jeziorski, P., & Segal, I. (2009). What makes them click: empirical analysis of consumer demand for search advertising. SSRN eLibrary, 33.

Johnson, G. A., Lewis, R. A., & Reiley, D. H. (2015). Location, location, location: repetition and proximity increase advertising effectiveness. Working paper.

Joo, M., Wilbur, K.C., Cowgill, B., & Zhu, Y. (2013). Television advertising and online search. Management Science.

Joo, M., Wilbur, K., & Zhu, Y. (2011). Does Television Advertising Influence Online Search? Available at SSRN 1720713. http://ssrn.com/abstract=1720713 .

Kaiser, H. M., Alston, J.M., Crespi, J.M., & Sexton, R.J. (2005). The economics of commodity promotion programs: lessons from California. Peter Lang Pub Incorporated.

Kwoka, J.E. Jr. (1993). The sales and competitive effects of styling and advertising practices in the US auto industry. The Review of Economics and Statistics, 649–656.

Lewis, R. (2010). Where’s the “Wear-Out?”: Online display ads and the impact of frequency. Measuring the effects of online advertising on human behavior using natural and field experiments. PhD dissertation, Massachusetts Institute of Technology.

Lewis, R.A., & Reiley, D.H. (2013). Down-to-the-minute effects of super bowl advertising on online search behavior. In ACM conference on electronic commerce (pp. 639–656).

Lewis, R.A., & Reiley, D.H. (2014). Online ads and offline sales: measuring the effects of retail advertising via a controlled experiment on Yahoo! Quantitative Marketing and Economics, 12(3), 235–266.

Lewis, R.A., & Rao, J.M. (2015). The unfavorable economics of measuring the returns to advertising. Quarterly Journal of Economics. forthcoming.

Lewis, R.A., Rao, J.M., & Reiley, D.H. (2011). Here, there, and everywhere: correlated online behaviors can lead to overestimates of the effects of advertising. In Proceedings of the 20th international conference on World wide web (pp. 157–166). ACM.

Mayzlin, D., & Shin, J. (2011). Uninformative advertising as an invitation to search. Marketing Science, 30(4), 666–685.

Mintel Reports Database (2009). Auto Insurance. Retrieved Aug. 1, 2011. http://academic.mintel.proxy.uchicago.edu .

Mintel Reports Database (2010). Attitudes to internet and new media marketing. Retrieved Sept. 8, 2011. http://academic.mintel.proxy.uchicago.edu .

Naik, P.A., & Raman, K. (2003). Understanding the impact of synergy in multimedia communications. Journal of Marketing Research, 375–388.

Nedungadi, P. (1990). Recall and consumer consideration sets: influencing choice without altering brand evaluations. Journal of Consumer Research, 263–276.

Reiley, D.H., Li, S.-M., & Lewis, R.A. (2010). Northern exposure: a field experiment measuring externalities between search advertisements. In Proceedings of the 11th ACM conference on electronic commerce (pp. 297–304). ACM.

Rutz, O.J., & Bucklin, R.E. (2011). From generic to branded: a model of spillover in paid search advertising. Journal of Marketing Research, 48(1), 87–102. doi: 10.1509/jmkr.48.1.87 .

Sahni, N. (2013). Advertising spillovers: field-experiment evidence and implications for returns from advertising. Working Paper.

Shapiro, B.T. (2013). Positive spillovers and free riding in advertising of prescription pharmaceuticals: The case of antidepressants.

Sinkinson, M., & Starc, A. (2014). Consumer advertising competition in prescription drugs.

Varian, H.R. (2006). Advertising commodities can be tricky, but it does pay off. Retrieved Nov. 12, 2012. The New York Times. http://people.ischool.berkeley.edu/~hal/people/hal/NYTimes/2006-06-01.html .

Wu, L., & Brynjolfsson, E. (2009). The future of prediction: how Google searches foreshadow housing prices and sales. Available at SSRN 2022293.