Does ad content affect consumer demand?
Dean Karlan
Opinion

Does ad content affect consumer demand?

Dean Karlan, Manfred Kuhn and Jonathan Zinman
1 September 2009
Alliance magazine

Exposure to advertising is pervasive in most countries, with companies and other advertisers paying significant sums in the hope of influencing consumer decisions. In fact, there is little research that quantifies the effect of the 'creative content' of ads. Nor do we know much about how important ad content is relative to the product’s price.

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