id	author	title	date	pages	extension	mime	words	sentences	flesch	summary	cache	txt
cord-301525-gcls69om	van Ewijk, Bernadette J.	Online Display Advertising for CPG Brands: (When) Does It Work?	2020-08-18		.txt	text/plain	12047	682	57	Prior meta-analytic evidence on advertising elasticities pertains to offline media only (Shapiro et al., 2020; Frison et al., 2014; Sethuraman et al., 2011) , while extant studies on display ads mostly focus on a select set of non-grocery products like apparel (Dinner et al., 2014) , books (Breuer et al., 2011) , cars (Naik & Peters, 2009) , or health-care, beauty and non-prescription drugs (Manchanda et al., 2006) . We study how spending in online media (i.c., display ads) and offline media (i.c., print and TV) drives offline sales in the short and the long run, across a large set of (over 150) brands from a broad (68) range of CPG categories, using data from the Dutch market. We then document how both the stand-alone and combined sales effect of online and offline ads depend on the product category, and on the volatility of advertising spending in each medium.	./cache/cord-301525-gcls69om.txt	./txt/cord-301525-gcls69om.txt