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An exploratory analysis of the determinants of cooperative advertising participation rates

  • Matthew Nagler

    ()

The paper offers an exploratory empirical investigation of the determinants of cooperative advertising participation rates. Using data for 2,286 brands, we examine the relationship of participation rates to national advertising expenditures by brand. We also consider how participation rates vary with average manufacturers’ margins by industry, average retail margins by category, and additional category-level variables. Reflecting the discrete nature of the dependent variable, the analysis employs discrete choice estimation techniques instead of OLS regression. The results reveal a significant quadratic relationship between advertising and participation rates. We interpret this and other significant findings in the context of existing work. Copyright Springer Science + Business Media, Inc. 2006

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File URL: http://hdl.handle.net/10.1007/s11002-006-4387-0
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Article provided by Springer in its journal Marketing Letters.

Volume (Year): 17 (2006)
Issue (Month): 2 (April)
Pages: 91-102

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Handle: RePEc:kap:mktlet:v:17:y:2006:i:2:p:91-102
Contact details of provider: Web page: http://www.springerlink.com/link.asp?id=100312

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  1. Thomas J. Steenburgh & Andrew Ainslie & Peder Hans Engebretson, 2003. "Massively Categorical Variables: Revealing the Information in Zip Codes," Marketing Science, INFORMS, vol. 22(1), pages 40-57, August.
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  5. Geroski, P. A., 1982. "Simultaneous equations models of the structure-performance paradigm," European Economic Review, Elsevier, vol. 19(1), pages 145-158.
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  7. Man-Suk Oh & Jung Whan Choi & Dai-Gyoung Kim, 2003. "Bayesian inference and model selection in latent class logit models with parameter constraints: An application to market segmentation," Journal of Applied Statistics, Taylor & Francis Journals, vol. 30(2), pages 191-204.
  8. Moulton, Brent R, 1990. "An Illustration of a Pitfall in Estimating the Effects of Aggregate Variables on Micro Unit," The Review of Economics and Statistics, MIT Press, vol. 72(2), pages 334-38, May.
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