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How and When to Use the Political Cycle to Identify Advertising Effects | Synapse

November 23, 2020Marketing Science21 citations

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How and When to Use the Political Cycle to Identify Advertising Effects

SMSarah MosharyUniversity of California, Berkeley BSBradley ShapiroUniversity of Chicago JSJihong SongPrinceton University

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Resumen

This paper provides a critical analysis of how and when political advertising serves as a useful source of exogenous variation in product advertising.

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Moshary et al. (Mon,) studied this question.

synapsesocial.com/papers/69d8ad046a6ff5a83cbed865 https://doi.org/https://doi.org/10.1287/mksc.2020.1258

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