Push-Me Pull-You: Comparative Advertising in the OTC Analgesics Industry
Simon Anderson (),
Federico Ciliberto (),
Jura Liaukonyte and
Régis Renault ()
MPRA Paper from University Library of Munich, Germany
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: Comparative advertising; advertising targets; diversion ratios; attack matrix; push and pull effects; analgesics (search for similar items in EconPapers)
JEL-codes: L65 L13 M37 (search for similar items in EconPapers)
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7) Track citations by RSS feed
Downloads: (external link)
https://mpra.ub.uni-muenchen.de/38626/1/MPRA_paper_38626.pdf original version (application/pdf)
https://mpra.ub.uni-muenchen.de/42741/2/MPRA_paper_42741.pdf revised version (application/pdf)
https://mpra.ub.uni-muenchen.de/43383/1/MPRA_paper_43383.pdf revised version (application/pdf)
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:pra:mprapa:38626
Access Statistics for this paper
More papers in MPRA Paper from University Library of Munich, Germany Ludwigstraße 33, D-80539 Munich, Germany. Contact information at EDIRC.
Bibliographic data for series maintained by Joachim Winter ().