Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity

Non-premium brands occasionally emulate their premium counterparts by using ads that emphasize premium characteristics such as superior performance and exclusivity. We define this practice as “advertising up” and develop hypotheses about its short- and long-term impact on advertising elasticity and brand equity respectively. We test the hypotheses in two large-scale empirical studies using a comprehensive dataset from the automotive industry that includes, among others, the content of 2317 television ads broadcast over a period of 45?months. The results indicate that advertising up increases (decreases) short-term advertising elasticity for non-premium products with a low (high) market share. The results also show that an intensive use of advertising up over time leads to long-term improvements (reductions) in brand equity for expensive (cheap) non-premium products. Furthermore, an inconsistent use of advertising up leads to reductions in brand equity. The results imply that managers of non-premium products with a low market share can use advertising up to increase advertising effectiveness in the short run. However, advertising up will only generate long-term improvements in brand equity for expensive non-premium products. Finally, to avoid long-term reductions in brand equity, advertising up should be consistently used over time.     

Bad volatility is not always bad: evidence from the commodity markets

ABSTRACT

Using exchange-traded fund (ETF) options data, we examine the predictive power of variance risk premium on returns of four commodities: crude oil, natural gas, gold and silver. We also analyze the predictive power of upside and downside variance risk premiums using a decomposition model conditional on the direction of the underlying market movement. We find that both the undecomposed and decomposed variance risk premiums are able to predict commodity prices. The decomposed variance risk premiums, however, outperform the undecomposed premium. The importance of upside and downside variance risk premiums differs across markets, related to hedging demand. In energy markets, both upside and downside premiums have strong predictive power, while in precious metal markets, only the upside premium is predictive.     

AN EQUILIBRIUM GUIDE TO DESIGNING AFFINE PRICING MODELS

The paper examines equilibrium models based on Epstein–Zin preferences in a framework in which exogenous state variables follow affine jump diffusion processes. A main insight is that the equilibrium asset prices can be computed using a standard machinery of affine asset pricing theory by imposing parametric restrictions on market prices of risk, determined inside the model by preference and model parameters. An appealing characteristic of the general equilibrium setup is that the state variables have an intuitive and testable interpretation as driving the consumption and dividend dynamics. We present a detailed example where large shocks (jumps) in consumption volatility translate into negative jumps in equilibrium prices of the assets as agents demand a higher premium to compensate for higher risks. This endogenous “leverage effect,” which is purely an equilibrium outcome in the economy, leads to significant premiums for out‐of‐the‐money put options. Our model is thus able to produce an equilibrium “volatility smirk,” which realistically mimics that observed for index options.     

Simultaneous selection and weighting of moments in GMM using a trapezoidal kernel

This paper proposes a novel procedure to estimate linear models when the number of instruments is large. At the heart of such models is the need to balance the trade off between attaining asymptotic efficiency, which requires more instruments, and minimizing bias, which is adversely affected by the addition of instruments. Two questions are of central concern: (1) What is the optimal number of instruments to use? (2) Should the instruments receive different weights? This paper contains the following contributions toward resolving these issues. First, I propose a kernel weighted generalized method of moments (GMM) estimator that uses a trapezoidal kernel. This kernel turns out to be attractive to select and weight the number of moments. Second, I derive the higher order mean squared error of the kernel weighted GMM estimator and show that the trapezoidal kernel generates a lower asymptotic variance than regular kernels. Finally, Monte Carlo simulations show that in finite samples the kernel weighted GMM estimator performs on par with other estimators that choose optimal instruments and improves upon a GMM estimator that uses all instruments.     

Teaching for CAD expertise

CAD (Computer Aided Design) has now become an integral part of Technology Education. The recent introduction of highly sophisticated, low-cost CAD software and CAM hardware capable of running on desktop computers has accelerated this trend. There is now quite widespread introduction of solid modeling CAD software into secondary schools but how much is really known about the processes of learning and teaching CAD, particularly solid modeling? This paper will discuss current practice in CAD teaching and the way this relates to solid modeling. It will discuss the findings of current research with particular emphasis on the difference between command knowledge and strategic knowledge and how this relates to the development of CAD expertise. Command knowledge is referred to as knowledge of the commands (algorithms or tools) and the procedures to use those tools within CAD software while strategic knowledge is concerned with knowledge of the alternate methods by which a specific task may be achieved and the process by which a choice may be made. The results of a recent experimental study into the teaching of CAD expertise will then be outlined and the implications for the teaching and learning process will be discussed.     

The Employment Effects of Gender Discrimination in Australia 1994–95

Interpreting the unexplained component of the gender wage gap as indicative of discrimination, the empirical literature to date has tended to ignore the potential impact wage discrimination may have on employment. Clearly, employment effects will arise if discrimination lowers the female offered wage and the labour supply curve is upward sloping. The empirical analysis employs the ABS Income Distribution Survey 1994–95 and finds evidence of both wage and associated employment effects. The analysis is replicated for the earlier period 1989–90. A comparison across time is of interest given the substantial deregulation of the Australian labour market over the period.