Advertising Bans and the Substitutability of Online and Offline Advertising

@article{Goldfarb2011AdvertisingBA,
  title={Advertising Bans and the Substitutability of Online and Offline Advertising},
  author={Avi Goldfarb and Catherine Tucker},
  journal={Journal of Marketing Research},
  year={2011},
  volume={48},
  pages={207 - 227}
}
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… Expand

Figures and Tables from this paper

Substitution between Online and Offline Advertising: Evidence from the Carbonated Soft Drink Industry
As in previous studies on traditional media, previous work has assumed that online and offline advertising are substitutes. However, empirical evidence for this premise is lacking. This paperExpand
Are Online and Offline Advertising Substitutes or Complements? Evidence from U.S. Food Industries
Abstract This article investigates the substitution between online advertising (ONLA) and offline advertising (OFFLA) as well as the impact of adopting ONLA on the total cost of advertising. WeExpand
Is Online Newspaper Advertising Cannibalizing Print Advertising?
During the past decade, the newspaper industry experienced significant erosion of revenues, predominantly in print advertising. The concomitant increase in the less rewarding online advertising hasExpand
An Empirical Analysis of Digital Advertising
As companies divert more funds from traditional media towards digital advertising, they are interested in understanding what effects the two channels of advertising—web advertising and mobileExpand
Newspaper and Internet Display Advertising – Co-Existence or Substitution?
Newspapers have been experiencing declining circulation figures and diminishing advertising revenues for several years – both effects might pose a threat to the continuing existence of (print)Expand
Newspaper vs. Online Advertising – Is There a Niche for Newspapers in Modern Advertising Markets?
Newspapers have been experiencing declining circulation figures and advertising revenues for several years. Declining advertising figures, in particular, pose a threat to newspapers – this isExpand
Online Advertising
TLDR
This chapter explores what makes online advertising different from traditional advertising channels and explores the key issues that arise for firms and consumers from measurability and targetability, and possible public policy consequences. Expand
C ross-Channel Synergies between Web and Mobile Advertising: A Randomized Field E xperiment
As companies divert more funds from traditional media towards digital advertising, they are interested in understanding what effects the two channels of advertising—web advertising and mobileExpand
Targeted Advertising in Magazine Markets and the Advent of the Internet
TLDR
It is found that the premium for reaching a homogeneous audience increases for magazines that have a companion website, as well as for those whose readers are more likely to be online, indicating a complementarity between offline and online channels with respect to targeted advertising. Expand
Search Engine Advertising: Channel Substitution When Pricing Ads to Context
TLDR
This substitution toward online advertising is strongest in markets with fewer customers, suggesting that the relationship between the online and offline media is mediated by the marketers' need to target their communications. Expand
...
1
2
3
4
5
...

References

SHOWING 1-10 OF 78 REFERENCES
Does Retail Advertising Work? Measuring the Effects of Advertising on Sales Via a Controlled Experiment on Yahoo!
We measure the causal effects of online advertising on sales, using a randomized experiment performed in cooperation between Yahoo! and a major retailer. After identifying over one million customersExpand
The Effect of Banner Advertising on Internet Purchasing
This article focuses on whether banner advertising affects purchasing patterns on the Internet. Using a behavioral database that consists of customer purchases at a Web site along with individualExpand
Advertising Bans, Monopoly, and Alcohol Demand: Testing for Substitution Effects using State Panel Data
Using a panel of 45 states for the period 1982–1997,this study analyzes the importance of severalrestrictive alcohol regulations, including advertising bans for billboards, bans of price advertising,Expand
Media Substitution in Advertising: A Spirited Case Study
This paper uses an unusually rich sample of liquor brands in the U.S. over the period 1994 to 2004 to test substitutability of advertising media. The liquor industry in the U.S. has experienced aExpand
Competition Between Local and Electronic Markets: How the Benefit of Buying Online Depends on Where You Live
TLDR
It is shown that the parameters in existing theoretical models of channel substitution such as offline transportation cost, online disutility cost, and the prices of online and offline retailers interact to determine consumer choice of channels interact, and empirical support is provided for many such models. Expand
Information or Persuasion? An Empirical Investigation of the Effect of Advertising on Brand Awareness and Perceived Quality Using Panel Data
We investigate the dominant role of advertising - whether it provides information or changes consumers' brand perceptions - for a wide range of product categories. For the empirical analysis, weExpand
The effect of advertising on brand awareness and perceived quality: An empirical investigation using panel data
We use a panel data set that combines annual brand-level advertising expenditures for over three hundred brands with measures of brand awareness and perceived quality from a large-scale consumerExpand
An Empirical Model of Advertising Dynamics
This paper develops a model of dynamic advertising competition, and applies it to the problem of optimal advertising scheduling through time. In many industries we observe advertising “pulsing”,Expand
Search Engine Advertising: Pricing Ads to Context
Each search term put into a search engine produces a separate set of results. Correspondingly, each of the sets of ads displayed alongside these results is priced using a separate auction. SearchExpand
Modeling the Clickstream: Implications for Web-Based Advertising Efforts
In this paper, we develop an analytical approach to modeling consumer response to banner ad exposures at a sponsored content Web site that reveals significant heterogeneity in (unobservable) clickExpand
...
1
2
3
4
5
...