Brad Shapiro

TV Advertising Effectiveness and Profitability: Generalizable Results from 288 Brands, with Günter Hitsch & Anna Tuchman. (previously circulated as Generalizable and Robust TV Advertising Effects)
Interactive Results – Note: Ad blocker must be turned off
Econometrica, 89(4), pp. 1855-1879, 2021.

How and When to Use the Political Cycle to Identify Advertising Effects, with Sarah Moshary & Jihong Song.
Marketing Science, 40(2), 283-304, 2021.
      Also available as NBER Working Paper 27349

Advertising in Health Insurance Markets
Marketing Science, 39(3), pp. 587-611, 2020.
       John D.C. Little Best Paper Award Finalist, 2020.

Informational Shocks, Off-Label Prescribing and the Effects of Physician Detailing
Management Science, 64(12), pp. 5925-5945, 2018.

Positive Spillovers and Free Riding in Advertising of Prescription Pharmaceuticals: The Case of Antidepressants
Journal of Political Economy, 126(1), pp 381-437, 2018.

Estimating the Cost of Strategic Entry Delay in Pharmaceuticals: The Case of Ambien CR
Quantitative Marketing & Economics, 14(3), pp 201-231, 2016.

Technical Reports

Research Note: Procedure for Building Nielsen Ad Intel Data and Merging with Nielsen RMS Scanner Data, with Günter Hitsch & Anna Tuchman, 2020.

Published Chapters
“Regulation of Prescription Drug Competition and Market Responses: Patterns in Prices and Sales Following Loss of Exclusivity,” with Murray L. Aitken, Ernst R. Berndt, Barry Bosworth, Iain M. Cockburn, Richard G. Frank and Michael Kleinrock, chapter 8 in Ana Aizcorbe, Colin Baker, Ernst R. Berndt and David M. Cutler, eds., Measuring and Modeling Health Care Costs, Chicago: University of Chicago Press for the National Bureau of Economic Research, 2018, pp. 243-271. NBER Working Paper # 19487