Evidence from burden of disease and economic costing studies amply indicate that the public health burden from hazardous and harmful use of alcohol in South Africa warrants drastic action. Evidence that banning alcohol advertising is likely to be an effective intervention is reflected in WHO strategy documents on non-communicable diseases and harmful use of alcohol. Studies on young people furt...

Rapid improvements in the precision of mobile technologies make it possible for advertisers to go beyond using the real-time static location and contextual information about consumers. In this study, we propose a new mobile advertising strategy that leverages full information on consumers’ offline movement trajectories from different mobility dimensions. To analyze the effectiveness of this new...

Rapid improvements in the precision of mobile technologies make it possible for advertisers to go beyond using the real-time static location and contextual information about consumers. In this study, we propose a new mobile advertising strategy that leverages full information on consumers’ offline movement trajectories from different mobility dimensions. To analyze the effectiveness of this new...

A randomized experiment performed in cooperation between Yahoo! and a major retailer allows us to measure the effects of online advertising on sales. We exploit a match of over one million customers between the databases of Yahoo! and the retailer, assigning them to treatment and control groups for an online advertising campaign for this retailer and then measuring each individual’s weekly sale...

In this paper, we study the targeting of advertising for the largest media expenditure for most firms—television. While television advertising was once used to “broadcast” to the widest possible audience, today with the explosion of channels and show content, it has the potential to be targeted to a narrower audience. In this paper, we investigate this potential in the context of congressional ...

What is the effect of pre-release advertising on the demand for a product? And does the magnitude of that effect vary according to the quality of the good? We empirically examine these questions in the context of the motion picture industry. We make use of a unique, proprietary data set that covers weekly television advertising expenditures, weekly expectations of the market performance, and qu...

Advances in data collection have made it increasingly easy to collect data on consumer-level purchases that are linked to those same customers’ advertising exposures. However, advances in advertising response modeling (i.e., marketing mix modeling) have lagged behind the availability of this granular data. Extending extant models to multi-channel consumer-level data, we develop a Bayesian Tobit...

Smoking exerts a considerable burden not only on those who smoke but just as well on society at large. In response, governments and institutions often resort to advertising which aims to discourage smoking. Unfortunately, our knowledge of the workings of antismoking advertising is detrimentally limited. In particular, the literature delving into the impact of antismoking ad characteristics (e. ...

A randomized experiment performed in cooperation between Yahoo! and a major retailer allows us to measure the effects of online advertising on sales. We exploit a match of over one million customers between the databases of Yahoo! and the retailer, assigning them to treatment and control groups for an online advertising campaign for this retailer and then measuring each individual’s weekly sale...