Push‐me pull‐you: comparative advertising in the OTC analgesics industry
研究了非处方止痛药行业中比较广告的均衡激励，发现比较广告对竞争对手的损害大于对广告商的收益，模拟禁止比较广告会提高行业利润。
We derive equilibrium incentives to use comparative advertising that pushes up own brand perception and pulls down the brand image of targeted rivals. Data on content and spending for all TV advertisements in Over‐The‐ Counter (OTC) analgesics enable us to construct matrices of rival targeting expenditures and estimate the structural model. Using brands' optimal choices, these attack matrices identify diversion ratios, from which we derive comparative advertising damage measures. We find that comparative advertising causes more damage to the targeted rival than benefit to the advertiser. We simulate banning comparative advertising to find industry profits rise.