Advertising Bans and the Substitutability of Online and Offline Advertising
The authors examine whether the growth of the Internet has reduced the effectiveness of government regulation of advertising. They combine nonexperimental variation in local regulation of offline alcohol advertising with data from field tests that randomized exposure to online advertising for 275 di...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Article |
| Language: | English |
| Published: |
American Marketing Association,
2012-01-23T18:31:42Z.
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| Subjects: | |
| Online Access: | Get fulltext |