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	Provedor de dados AgEcon (1) Autor Liu, Yizao (1) Lopez, Rigoberto A. (1) Zhu, Chen (1) Palavra-chave Advertising (1) Carbonated soft drinks (1) Competition (1) Consumer behavior (1) D12 (1) Demand (1) Demand and Price Analysis (1) I18 (1) Industrial Organization (1) L66 (1) Marketing (1) Q18 (1) Sodas (1) Mais... Tipo do documento Presentation (1) Ano 2012 (1) País United States (1) Idioma Inglês (1)		Ordenar por:  Relevância Autor Título Ano Registros recuperados: 1 Primeira ... 1 ... Última Television Advertising and Soda Demand AgEcon Lopez, Rigoberto A.; Liu, Yizao; Zhu, Chen. 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... Tipo: Presentation Palavras-chave: Advertising; Demand; Competition; Consumer behavior; Sodas; Carbonated soft drinks; Demand and Price Analysis; Industrial Organization; Marketing; D12; L66; Q18; I18. Ano: 2012 URL: http://purl.umn.edu/124445 Registros recuperados: 1 Primeira ... 1 ... Última

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