Effects of a Television and Radio Advertising Ban: A Study of the Cigarette Industry
利用1970年烟草行业广告禁令作为自然实验，研究了广告禁令对价格弹性、广告弹性和品牌购买惯性的影响，发现禁令后需求对价格更敏感、广告弹性降低、品牌惯性增强，对品牌管理和市场进入有重要启示。
By using the cigarette industry's ad ban of 1970 as a “natural” experiment, the authors explore managerially related effects of such an advertising “shock” through price and advertising elasticities as well as brand purchase inertia. Results indicate substantial differences in the elasticity and inertia values between pre- and post-ban periods. In an environment with reduced advertising options, product demand is more price sensitive. Demand also becomes more inelastic with respect to advertising fluctuations if television and radio can no longer be used as media vehicles. Brand purchase inertia is significantly higher after the ban as consumers cease to learn of and experiment with new brands. The study has important implications for brand management in a regulatory setting and addresses the possibility of an advertising ban's potential to act as a barrier to entry.