Publication | Closed Access
How and When to Use the Political Cycle to Identify Advertising Effects
20
Citations
10
References
2020
Year
Targeted AdvertisingConsumer ResearchPolitical BehaviorPolitical CycleSocial SciencesMedia EffectsProduct AdvertisingMarket AnalysisManagementPolitical EconomyEconomic AnalysisMarketing CommunicationOnline AdvertisingIdentify Advertising EffectsPolitical CommunicationCritical AnalysisEconomicsAdvertisingMarketingPolitical Advertising ServesAdvertising EffectivenessPolitical Science
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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