How Do Taxes on Car Sales Affect Television Advertising Strategies?
利用多个外生的车辆销售税变化事件，研究低排放汽车销售税率对汽车品牌电视广告策略的影响，发现企业会随税率变化调整广告投放，并影响电视网络和时段选择。
Many countries have leveraged sales tax to discourage (or encourage) consumption of socially undesirable (or desirable) products. This article uses several exogenous vehicle sales tax change events to examine the effect of the low-emission vehicle sales tax rate on automobile brands’ television advertising strategies. Empirical results suggest that companies exhibit procyclical advertising behavior in response to the external tax rate change. Moreover, the sales tax rate affects advertisers’ selection of television networks and advertising slots. These results have important economic consequences for the media market, as well as managerial implications for marketers, broadcasters, and policymakers.