TV Advertising Effectiveness and Profitability: Generalizable Results From 288 Brands

  title={TV Advertising Effectiveness and Profitability: Generalizable Results From 288 Brands},
  author={Bradley T. Shapiro and G{\"u}nter J. Hitsch and Anna E. Tuchman},
We estimate the distribution of television advertising elasticities and the distribution of the advertising return on investment (ROI) for a large number of products in many categories. Our results reveal substantially smaller advertising elasticities compared to the results documented in the literature, as well as a sizable percentage of statistically insignificant or negative estimates. The results are robust to functional form assumptions and are not driven by insufficient statistical power… 

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