Abstract
We examine the hypothesis that advertising allows a takeover target’s management to increase the firm’s profile and their own negotiating power, leading to higher subsequent takeover premiums. Our evidence from 7,095 merger bids supports this hypothesis. Moreover, we find an economically significant decrease in the acquirer’s market capitalization during the announcement period. To consider the possibility of codetermination of target advertising and takeover premiums, we employ instrumental variable tests as well as propensity matching methods and our results hold. Further, we find targets that advertise are more likely to be pursued by multiple bidders and receive revised increased bids.
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