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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

Abstract: 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)
Date: 2012-04-28
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Citations: View citations in EconPapers (7) Track citations by RSS feed

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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)

Related works:
Journal Article: Push-me pull-you: comparative advertising in the OTC analgesics industry (2016) Downloads
Working Paper: Push-Me Pull-You: Comparative Advertising in the OTC Analgesics Industry (2012) Downloads
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