This study aims to deepen the understanding of evaluating TV ad spots by their immediate effects on important online activities. The authors merged minute-by-minute brand search and price search data with spot-level TV advertisement data for the three leading pickup truck brands in the U.S. over...

In light of recent calls for further validation of structural models, this paper evaluates the popular Dynamic Quality Ladder model of the Ericson and Pakes (1995) empirical framework using the nonrandom holdout approach of Keane and Wolpin (2007). The model is used to predict data following a...