In this paper we use Nielsen scanner panel data on four categories of consumer goods to examine how TV and other marketing activities affect the demand curve facing a brand. Advertising can affect consumer demand in many different ways. Becker and Murphy (1993) have argued that the presumptive should be that works by raising marginal consumers' willingness to pay for a brand. This has the effect of flattening the demand curve, thus increasing the equilibrium elasticity of demand and the lowering the equilibrium price. Thus, advertising is profitable not because it lowers the elasticity of demand for the advertised good, but because it raises the level of demand. Our empirical results support this conjecture on how shifts the demand curve for 17 of the 18 brands we examine. There have been many prior studies of how affects two equilibrium quantities: the elasticity of demand and/or the level. Our work is differentiated from previous work primarily by our focus on how shifts demand curves as a whole. As Becker and Murphy pointed out, a focus on equilibrium prices or elasticities alone can be quite misleading. Indeed, in many instances, the observation that causes prices to fall and/or demand elasticities to increase, has misled authors into concluding that consumer price must have increased, meaning the number of consumers' willing to pay any particular for a brand was reduced - perhaps because makes consumers more aware of substitutes. But, in fact, a decrease in the equilibrium is perfectly consistent with a scenario where actually raises each individual consumer's willingness to pay for a brand. Thus, we argue that to understand how affects consumer sensitivity one needs to estimate how it shifts the whole distribution of willingness to pay in the population. This means estimating how it shifts the shape of the demand curve as a whole, which in turn means estimating a complete demand system for all brands in a category - as we do here. We estimate demand systems for toothpaste, toothbrushes, detergent and ketchup. Across these categories, we find one important exception to conjecture that should primarily increase the willingness to pay of marginal consumers. The exception is the case of Heinz ketchup. Heinz has a greater positive effect on the WTP of infra-marginal consumers. This is not surprising, because Heinz focuses on differentiating the brand on the thickness dimension. This is a horizontal dimension that may be highly valued by some consumers and not others. The consumers who most value this dimension have the highest WTP for Heinz, and, by focusing on this dimension; Heinz raises the WTP of these inframarginal consumers further. In such a case, is profitable because it reduces the market share loss that the brand would suffer from any given increase. In contrast, in the other categories we examine, tends to focus more on vertical attributes.
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