Bertrand, Marianne; Mullainathan, Sendhil; Karlan, Dean; … - Economic Growth Center, Economics Department - 2009
Firms spend billions of dollars each year advertising consumer products in order to influence demand. Much of these … outlays are on the creative design of advertising content. Creative content often uses nuances of presentation and framing … of advertising content as it compares in magnitude to the effect of price. We analyze a direct mail field experiment in …