Advertising Bans and the Substitutability of Online and Offline Advertising

  title={Advertising Bans and the Substitutability of Online and Offline Advertising},
  author={A. Goldfarb and C. Tucker},
  journal={Journal of Marketing Research},
  pages={207 - 227}
  • A. Goldfarb, C. Tucker
  • Published 2011
  • Business
  • Journal of Marketing Research
  • The authors examine whether the growth of the Internet has reduced the effectiveness of government regulation of advertising. They combine nonexperimental variation in local regulation of offline alcohol advertising with data from field tests that randomized exposure to online advertising for 275 different online advertising campaigns to 61,580 people. The results show that people are 8% less likely to say that they will purchase an alcoholic beverage in states that have alcohol advertising… CONTINUE READING
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