Advertising Bans and the Substitutability of Online and Offline Advertising
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چکیده
منابع مشابه
Advertising Bans and the Substitutability of Online and Offline Advertising
We examine whether the growth of the internet has reduced the effectiveness of government regulation of advertising. Specifically, we combine variation in state and 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 individuals. People are 8 percent less likely to say ...
متن کاملAdvertising Bans and the Substitutability of Online and Offline Advertising
We examine whether the growth of the internet has reduced the effectiveness of government regulation of advertising. Specifically, we combine variation in state and 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 individuals. People are 8 percent less likely to say ...
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ژورنال
عنوان ژورنال: Journal of Marketing Research
سال: 2011
ISSN: 0022-2437,1547-7193
DOI: 10.1509/jmkr.48.2.207