| Registro completo |
| Provedor de dados: |
AgEcon
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| País: |
United States
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| Título: |
Television Advertising and Soda Demand
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| Autores: |
Lopez, Rigoberto A.
Liu, Yizao
Zhu, Chen
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| Data: |
2012-06-01
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| Ano: |
2012
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| Palavras-chave: |
Advertising
Demand
Competition
Consumer behavior
Sodas
Carbonated soft drinks
Demand and Price Analysis
Industrial Organization
Marketing
D12
L66
Q18
I18
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| Resumo: |
This study examines the effects of television advertising on consumer demand for carbonated soft drinks using a random coefficients logit model (BLP) with household and advertising data from seven U.S. cities over a three year period. We find that advertising decreases the price elasticity of demand, indicating that advertising plays predominantly a persuasive, therefore anti-competitive role in this market. Further results show that brand spillover effects are significant and that measuring advertising with gross rating points (GRPs) outperforms measuring it with expenditures, as is conventionally done. Finally, simulation results indicate that eliminating all television advertising would lower market shares of sodas as consumers migrate to other beverages such as juices, water and milk
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| Tipo: |
Presentation
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| Idioma: |
Inglês
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| Identificador: |
http://purl.umn.edu/124445
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| Relação: |
Agricultural and Applied Economics Association>2012 Annual Meeting, August 12-14, 2012, Seattle, Washington
Poster
P95
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| Formato: |
1
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