Advertising Effects in Presidential Elections
Presidential elections provide both an important context in which to study advertising and a setting that mitigates the challenges of dynamics and endogeneity. We use the 2000 and 2004 general elections to analyze the effect of market-level advertising on county-level vote shares. The results indicate significant positive effects of advertising exposures. Both instrumental variables and fixed effects alter the ad coefficient. Advertising elasticities are smaller than are typical for branded goods yet significant enough to shift election outcomes. For example, if advertising were set to zero and all other factors held constant, three states' electoral votes would have changed parties in 2000. Given the narrow margin of victory in 2000, this shift would have resulted in a different president.
Volume (Year): 32 (2013)
Issue (Month): 1 (June)
|Contact details of provider:|| Postal: |
Web page: http://www.informs.org/Email:
More information through EDIRC
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Brett Gordon & Mitchell Lovett & Ron Shachar & Kevin Arceneaux & Sridhar Moorthy & Michael Peress & Akshay Rao & Subrata Sen & David Soberman & Oleg Urminsky, 2012. "Marketing and politics: Models, behavior, and policy implications," Marketing Letters, Springer, vol. 23(2), pages 391-403, June.
- C. Clark & Ulrich Doraszelski & Michaela Draganska, 2009. "The effect of advertising on brand awareness and perceived quality: An empirical investigation using panel data," Quantitative Marketing and Economics, Springer, vol. 7(2), pages 207-236, June.
- Arianna Degan & Antonio Merlo, 2011.
"A Structural Model Of Turnout And Voting In Multiple Elections,"
Journal of the European Economic Association,
European Economic Association, vol. 9(2), pages 209-245, 04.
- Arianna Degan & Antonio Merlo, 2004. "A Structural Model of Turnout and Voting in Multiple Elections," PIER Working Paper Archive 06-021, Penn Institute for Economic Research, Department of Economics, University of Pennsylvania, revised 01 Aug 2006.
- Arianna Degan & Antonio Merlo, 2006. "A Structural Model of Turnout and Voting in Multiple Elections," PIER Working Paper Archive 07-011, Penn Institute for Economic Research, Department of Economics, University of Pennsylvania, revised 01 Feb 2007.
- Thomas Stratmann, 2009. "How prices matter in politics: the returns to campaign advertising," Public Choice, Springer, vol. 140(3), pages 357-377, September.
- Coate, Stephen & Conlin, Michael & Moro, Andrea, 2008. "The performance of pivotal-voter models in small-scale elections: Evidence from Texas liquor referenda," Journal of Public Economics, Elsevier, vol. 92(3-4), pages 582-596, April.
- Draganska, Michaela & Klapper, Daniel, 2010. "Choice Set Heterogeneity and the Role of Advertising: An Analysis with Micro and Macro Data," Research Papers 2063, Stanford University, Graduate School of Business.
- Marie Rekkas, 2007. "The Impact of Campaign Spending on Votes in Multiparty Elections," The Review of Economics and Statistics, MIT Press, vol. 89(3), pages 573-585, August.
- Kadiyali, Vrinda & Vilcassim, Naufel & Chintagunta, Pradeep, 1998. "Product line extensions and competitive market interactions: An empirical analysis," Journal of Econometrics, Elsevier, vol. 89(1-2), pages 339-363, November.
- Toker Doganoglu & Daniel Klapper, 2006. "Goodwill and dynamic advertising strategies," Quantitative Marketing and Economics, Springer, vol. 4(1), pages 5-29, March.
When requesting a correction, please mention this item's handle: RePEc:inm:ormksc:v:32:y:2013:i:1:p:19-35. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Mirko Janc)
If references are entirely missing, you can add them using this form.