Quantitative Marketing and Economics 2010
نویسنده
چکیده
We present a structural model of political advertising in equilibrium. Candidates choose advertising across media markets in order to maximize the probability of winning the national election. The voter model takes the form of an aggregate random coefficients discrete choice model in which advertising affects a voter's incentive to vote for either candidate or not to vote at all. We estimate the model using detailed advertising and voting data from the 2000 and 2004 Presidential elections.
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