Regis Renault

University of Cergy-Pontoise

33 Boulevard du Port

Cergy-Pontoise Cedex, Cedex 95011

France

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Scholarly Papers (1)

Push-Me Pull-You: Comparative Advertising in the OTC Analgesics Industry

Number of pages: 47 Posted: 29 Apr 2012 Last Revised: 19 Apr 2016
University of Virginia - Department of Economics, University of Virginia - Department of Economics, Cornell University and University of Cergy-Pontoise
Downloads 403 (80,551)
Citation 6

Abstract:

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Comparative advertising, advertising targets, diversion ratios, attack matrix, push and pull effects, analgesics

Push-Me Pull-You: Comparative Advertising in the OTC Analgesics Industry

CESifo Working Paper Series No. 5418
Number of pages: 46 Posted: 14 Jul 2015
University of Virginia - Department of Economics, University of Virginia - Department of Economics, Cornell University and University of Cergy-Pontoise
Downloads 27 (549,873)

Abstract:

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comparative advertising, advertising targets, diversion ratios, attack matrix, push and pull effects, analgesics