Substitution between Online and Offline Advertising: Evidence from the Carbonated Soft Drink Industry
Author
Abstract
Suggested Citation
Download full text from publisher
Other versions of this item:
- He, Xi & Lopez, Rigoberto & Liu, Yizao, 2015. "Substitution between Online and Offline Advertising: Evidence from the Carbonated Soft Drink Industry," Working Paper series 290109, University of Connecticut, Charles J. Zwick Center for Food and Resource Policy.
- He, Xi & Lopez, Rigoberto A. & Liu, Yizao, 2015. "Substitution between Online and Offline Advertising: Evidence from the Carbonated Soft Drink Industry," 2015 AAEA & WAEA Joint Annual Meeting, July 26-28, San Francisco, California 205212, Agricultural and Applied Economics Association.
References listed on IDEAS
- Lahiri, Kajal & Schmidt, Peter, 1978. "On the Estimation of Triangular Structural Systems," Econometrica, Econometric Society, vol. 46(5), pages 1217-1221, September.
- Avi Goldfarb & Catherine Tucker, 2011. "Substitution Between Offline And Online Advertising Markets," Journal of Competition Law and Economics, Oxford University Press, vol. 7(1), pages 37-44.
- Susan Athey & Emilio Calvano & Joshua Gans, 2013. "The Impact of the Internet on Advertising Markets for News Media," NBER Working Papers 19419, National Bureau of Economic Research, Inc.
- Avi Goldfarb, 2014. "What is Different About Online Advertising?," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 44(2), pages 115-129, March.
- Matthew Gentzkow, 2014. "Trading Dollars for Dollars: The Price of Attention Online and Offline," American Economic Review, American Economic Association, vol. 104(5), pages 481-488, May.
- Frank, Mark W., 2008.
"Media substitution in advertising: A spirited case study,"
International Journal of Industrial Organization, Elsevier, vol. 26(1), pages 308-326, January.
- Mark W. Frank, 2006. "Media Substitution in Advertising: A Spirited Case Study," Working Papers 0606, Sam Houston State University, Department of Economics and International Business.
- Seldon, Barry J. & Jewell, R. Todd & O'Brien, Daniel M., 2000. "Media substitution and economies of scale in advertising," International Journal of Industrial Organization, Elsevier, vol. 18(8), pages 1153-1180, December.
- Konstantinos Giannakas & Giannis Karagiannis & Vangelis Tzouvelekas, 2012. "Spillovers, Efficiency, and Productivity Growth in Advertising," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 94(5), pages 1154-1170.
- Mr. Marco Marini & Mr. Tommaso Di Fonzo, 2012. "On the Extrapolation with the Denton Proportional Benchmarking Method," IMF Working Papers 2012/169, International Monetary Fund.
- Dirk Bergemann & Alessandro Bonatti, 2011. "Targeting in advertising markets: implications for offline versus online media," RAND Journal of Economics, RAND Corporation, vol. 42(3), pages 417-443, September.
- Berndt, Ernst R & Savin, N Eugene, 1975. "Estimation and Hypothesis Testing in Singular Equation Systems with Autoregressive Disturbances," Econometrica, Econometric Society, vol. 43(5-6), pages 937-957, Sept.-Nov.
- David S. Evans, 2009. "The Online Advertising Industry: Economics, Evolution, and Privacy," Journal of Economic Perspectives, American Economic Association, vol. 23(3), pages 37-60, Summer.
Citations
Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
Cited by:
- Bo Chen & Wuyang Hu & Qingjie Zhou, 2020. "Effects of local and national advertising across brands: the case of yogurt in China," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 64(4), pages 1260-1281, October.
Most related items
These are the items that most often cite the same works as this one and are cited by the same works as this one.- He Xi & Lopez Rigoberto & Liu Yizao, 2017. "Are Online and Offline Advertising Substitutes or Complements? Evidence from U.S. Food Industries," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 15(2), pages 1-10, December.
- Peitz, Martin & Reisinger, Markus, 2014. "The Economics of Internet Media," Working Papers 14-23, University of Mannheim, Department of Economics.
- Nadine Lindstädt & Oliver Budzinski, 2011.
"Newspaper vs. Online Advertising – Is There a Niche for Newspapers in Modern Advertising Markets?,"
Working Papers
113/11, University of Southern Denmark, Department of Sociology, Environmental and Business Economics.
- Lindstädt, Nadine & Budzinski, Oliver, 2012. "Newspaper vs. online advertising - Is there a niche for newspapers in modern advertising markets?," Ilmenau Economics Discussion Papers 73, Ilmenau University of Technology, Institute of Economics.
- Susan Athey & Emilio Calvano & Joshua S. Gans, 2018.
"The Impact of Consumer Multi-homing on Advertising Markets and Media Competition,"
Management Science, INFORMS, vol. 64(4), pages 1574-1590, April.
- Susan Athey & Emilio Calvano & Joshua S. Gans, 2014. "The Impact of Consumer Multi-homing on Advertising Markets and Media Competition," CSEF Working Papers 379, Centre for Studies in Economics and Finance (CSEF), University of Naples, Italy, revised 27 Apr 2016.
- Athey, Susan & Calvano, Emilio & Gans, Joshua S., 2016. "The Impact of Consumer Multi-homing on Advertising Markets and Media Competition," Research Papers 3407, Stanford University, Graduate School of Business.
- von Ehrlich, Maximilian & Greiner, Tanja, 2013. "The role of online platforms for media markets — Two-dimensional spatial competition in a two-sided market," International Journal of Industrial Organization, Elsevier, vol. 31(6), pages 723-737.
- Attila Ambrus & Emilio Calvano & Markus Reisinger, 2016.
"Either or Both Competition: A "Two-Sided" Theory of Advertising with Overlapping Viewerships,"
American Economic Journal: Microeconomics, American Economic Association, vol. 8(3), pages 189-222, August.
- Reisinger, Markus & Ambrus, Attila & Calvano, Emilio, 2013. "Either or Both Competition: A "Two-Sided" Theory of Advertising with Overlapping Viewerships," VfS Annual Conference 2013 (Duesseldorf): Competition Policy and Regulation in a Global Economic Order 79912, Verein für Socialpolitik / German Economic Association.
- Attila Ambrus & Emilio Calvano & Markus Reisinger, 2014. "Either or Both Competition: A "Two-sided" Theory of Advertising with Overlapping Viewerships," CSEF Working Papers 378, Centre for Studies in Economics and Finance (CSEF), University of Naples, Italy.
- Bayer, Emanuel & Srinivasan, Shuba & Riedl, Edward J. & Skiera, Bernd, 2020. "The impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 789-804.
- Wei Zhou & Zidong Wang, 2020. "Competing for Search Traffic in Query Markets: Entry Strategy, Platform Design, and Entrepreneurship," Working Papers 20-12, NET Institute.
- Avi Goldfarb, 2014. "What is Different About Online Advertising?," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 44(2), pages 115-129, March.
- Andreas Hefti & Shuo Liu, 2020. "Targeted information and limited attention," RAND Journal of Economics, RAND Corporation, vol. 51(2), pages 402-420, June.
- Fujisawa, Chieko & Kasuga, Norihiro, 2022. "Differentiation Strategy for Firms: Online Ad versus Mass Media Ad," 31st European Regional ITS Conference, Gothenburg 2022: Reining in Digital Platforms? Challenging monopolies, promoting competition and developing regulatory regimes 265629, International Telecommunications Society (ITS).
- Charles Angelucci & Julia Cagé, 2019.
"Newspapers in Times of Low Advertising Revenues,"
American Economic Journal: Microeconomics, American Economic Association, vol. 11(3), pages 319-364, August.
- Charles Angelucci & Julia Cage, 2015. "Newspapers in Times of Low Advertising Revenues," Working Papers hal-01173957, HAL.
- Charles Angelucci & Julia Cage, 2019. "Newspapers in Times of Low Advertising Revenues," Post-Print hal-03391880, HAL.
- Cagé, Julia & Angelucci, Charles, 2016. "Newspapers in Times of Low Advertising Revenues," CEPR Discussion Papers 11414, C.E.P.R. Discussion Papers.
- Jullien, Bruno & Pavan, Alessandro, 2013.
"Platform Pricing under Dispersed Information,"
IDEI Working Papers
793, Institut d'Économie Industrielle (IDEI), Toulouse.
- Bruno Jullien & Alessandro Pavan, 2014. "Platform Pricing under Dispersed Information," Discussion Papers 1568r, Northwestern University, Center for Mathematical Studies in Economics and Management Science.
- Salome Baslandze & Jeremy Greenwood & Ricardo Marto & Sara Moreira, 2023.
"The Expansion of Varieties in the New Age of Advertising,"
Review of Economic Dynamics, Elsevier for the Society for Economic Dynamics, vol. 50, pages 171-210, October.
- Salomé Baslandze & Jeremy Greenwood & Ricardo Marto, 2023. "The Expansion of Varieties in the New Age of Advertising," FRB Atlanta Working Paper 2023-15, Federal Reserve Bank of Atlanta.
- Salome Baslandze & Jeremy Greenwood & Ricardo Marto & Sara Moreira, 2023. "Code and data files for "The Expansion of Varieties in the New Age of Advertising"," Computer Codes 23-146, Review of Economic Dynamics.
- Hana Choi & Carl F. Mela & Santiago R. Balseiro & Adam Leary, 2020. "Online Display Advertising Markets: A Literature Review and Future Directions," Information Systems Research, INFORMS, vol. 31(2), pages 556-575, June.
- Sahm, Marco & Greiner, Tanja, 2016. "How Effective Are Advertising Bans? On the Demand for Quality in Two-Sided Media Markets," VfS Annual Conference 2016 (Augsburg): Demographic Change 145724, Verein für Socialpolitik / German Economic Association.
- Susan Athey & Emilio Calvano & Joshua Gans, 2013. "The Impact of the Internet on Advertising Markets for News Media," NBER Working Papers 19419, National Bureau of Economic Research, Inc.
- Alexandre de Cornière, 2016. "Search Advertising," American Economic Journal: Microeconomics, American Economic Association, vol. 8(3), pages 156-188, August.
- Nishant Chadha & Viswanath Pingali & Daniel Sokol, 2023. "Small Businesses and Digital Platforms," IIMA Working Papers WP 2023-09-01, Indian Institute of Management Ahmedabad, Research and Publication Department.
- repec:spo:wpmain:info:hdl:2441/4edekc99or8n2bu86nu4ua8adl is not listed on IDEAS
- repec:hal:spmain:info:hdl:2441/4edekc99or8n2bu86nu4ua8adl is not listed on IDEAS
- Fujisawa, Chieko & Kasuga, Norihiro, 2021. "How should durable goods firms combine online and mass media advertisements to promote sales?," 23rd ITS Biennial Conference, Online Conference / Gothenburg 2021. Digital societies and industrial transformations: Policies, markets, and technologies in a post-Covid world 238023, International Telecommunications Society (ITS).
More about this item
Keywords
Online advertising; media substitution; translog cost function; CSDs;All these keywords.
JEL classification:
- L13 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Oligopoly and Other Imperfect Markets
- M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
- D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
NEP fields
This paper has been announced in the following NEP Reports:- NEP-COM-2016-04-16 (Industrial Competition)
- NEP-DCM-2016-04-16 (Discrete Choice Models)
- NEP-MKT-2016-04-16 (Marketing)
- NEP-PAY-2016-04-16 (Payment Systems and Financial Technology)
Statistics
Access and download statisticsCorrections
All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zwi:wpaper:37. See general information about how to correct material in RePEc.
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://edirc.repec.org/data/dauctus.html .
Please note that corrections may take a couple of weeks to filter through the various RePEc services.