Brad Shapiro

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

How and When to Use the Political Cycle to Identify Advertising Effects, with Sarah Moshary & Jihong Song, 2020.
Marketing Science, forthcoming.

“Promoting Wellness or Waste? Evidence from Antidepressant Advertising,” 2020.
American Economic Journal: Microeconomics, forthcoming.

“Advertising in Health Insurance Markets,”
Marketing Science, 39(3), pp. 587-611, 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