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Advertising Effectively Influences Older Users: How Field Experiments Can Improve Measurement and Targeting
15 references·2 citing·41 second hop
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References

  • 2005The economic analysis of advertising677 cited
  • 2008Field experiments in economics: The past, the present, and the future590 cited
  • 1995How T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising Experiments452 cited
  • 1972The economics of advertising389 cited
  • 2011Targeting in advertising markets: implications for offline versus online media259 cited
  • 2014Online ads and offline sales: measuring the effect of retail advertising via a controlled experiment on Yahoo!211 cited
  • 1990Getting the most out of advertising and promotion.172 cited
  • 1973The Economics of Advertising.172 cited
  • 1995How T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising Experiments155 cited
  • 1995A Summary of Fifty-Five In-Market Experimental Estimates of the Long-Term Effect of TV Advertising148 cited
  • 2008Field Experiments in Economics: The Past, The Present, and The Future123 cited
  • 1989Advertising Experiments at the Campbell Soup Company90 cited
  • 2007An Analysis of Real World TV Advertising Tests: A 15-Year Update87 cited
  • 2010Targeting in Advertising Markets: Implications for Offline vs. Online Media47 cited
  • 1982The Effectiveness of Time-Compressed Television Advertisements with Older Adults

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Cited by

  • 2022Incentive Misalignments in Programmatic Advertising: Evidence from a Randomized Field Experiment22 cited
  • 2024Pricing Power in Advertising Markets: Theory and Evidence21 cited