Measuring the Short-Term Effect of In-Store Promotion and Retail Advertising on Brand Sales: A Factorial Experiment
作者通过一项在6个非耐用消费品品类、12个全国性品牌中重复进行的店内析因实验，测量了短期促销和零售广告对品牌销售的影响。研究发现，价格促销弹性在2到11之间，小品牌的弹性更大。当零售商为促销做广告时，这些弹性增加20%到180%，但领先品牌的增幅较小。高价品牌的价格促销交叉弹性低于其他品牌，范围在2到2.7之间。最优零售促销率对模型设定具有稳健性。
In a replicated in-store factorial experiment with 12 national brands in six nonperishable consumer goods categories, the authors find price deal elasticities in the [2–11] range, with larger values for smaller brands. Those elasticities increase 20% to 180% when deals are advertised by the retailer; the rates of increase are smaller for the leading brands. The price deal cross-elasticities of the higher priced brands are found to be smaller than those of the other brands; they are in the [2–2.7] range. Optimal retail deal rates are shown to be robust to model specification.