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November 23, 2020Marketing Science22 citations

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

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SMSarah MosharyBSBradley ShapiroJSJihong Song

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Abstract

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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Cite This Study

Moshary et al. (2020) studied this question.

synapsesocial.com/papers/69d8ad046a6ff5a83cbed865https://doi.org/10.1287/mksc.2020.1258
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