Push-Me Pull-You: Comparative Advertising in the OTC Analgesics Industry
Simon Anderson (),
Federico Ciliberto (),
Jura Liaukonyte and
Régis Renault ()
No 8988, CEPR Discussion Papers from C.E.P.R. Discussion Papers
We model comparative advertising as brands pushing up own brand perception and pulling down the brand image of targeted rivals. We watched all TV advertisements for OTC analgesics 2001-2005 to construct matrices of rival targeting and estimate the structural model. These attack matrices identify diversion ratios and hence comparative advertising damage measures. We find that outgoing comparative advertising attacks are half as powerful as self-promotion in raising own perceived quality and cause more damage to the targeted rival than benefit to the advertiser. Comparative advertising causes most damage through the pull-down effect and has substantial benefits to other rivals.
Keywords: advertising targets; analgesics; attack matrix; comparative advertising; diversion ratios; push and pull effects (search for similar items in EconPapers)
JEL-codes: L13 L65 M37 (search for similar items in EconPapers)
New Economics Papers: this item is included in nep-com, nep-ind and nep-mkt
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4) Track citations by RSS feed
Downloads: (external link)
CEPR Discussion Papers are free to download for our researchers, subscribers and members. If you fall into one of these categories but have trouble downloading our papers, please contact us at firstname.lastname@example.org
Journal Article: Push-me pull-you: comparative advertising in the OTC analgesics industry (2016)
Working Paper: Push-Me Pull-You: Comparative Advertising in the OTC Analgesics Industry (2012)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:cpr:ceprdp:8988
Ordering information: This working paper can be ordered from
http://www.cepr.org/ ... ers/dp.php?dpno=8988
Access Statistics for this paper
More papers in CEPR Discussion Papers from C.E.P.R. Discussion Papers Centre for Economic Policy Research, 33 Great Sutton Street, London EC1V 0DX.
Bibliographic data for series maintained by ().