Yahoo! Research partnered with a nationwide retailer to study the effects of online display advertising on both online …

advertising experiments that affect usage of one product at a time to directly measure complementarities based on consumption … subscription products and demonstrate the implications for advertising targeting decisions, and our identification strategy has …

The paper formalizes the intuition that brands are consumed for image reasons and that advertising creates a brand …'s image. The key idea is that advertising informs the public of brand names and creates the possibility of conspicuous … consumption by rendering brands a signalling device. In a price competition framework, we show that advertising increases …