City Research Online

Abstract

Many firms operate in ‘dual’ markets by selling the same products and services to both individual and institutional customers. Can they also persuade both with the same advertising content? The authors investigate this issue by examining a unique database including information on institutional and individual mutual fund flows, advertising frequency, and (persuasive and informative) advertising content. They find that the effects of persuasive advertising content on institutional and individual fund flows are similar and sizeable in terms of elasticity. In addition, they find that only the individual market responds to informative advertising content. Hence, dual-market firms can use persuasive content to achieve advertising economies.

Publication Type:	Article
Additional Information:	This is the peer reviewed version of the following article: Vakratsas, D, Keswani, A, Stolin, D. Advertising persuasion in dual markets. Manage Decis Econ. 2020; 1– 7., which has been published in final form at https://doi.org/10.1002/mde.3229. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions.
Publisher Keywords:	Persuasion; Institutional Markets; Advertising Content; Finance
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HM Sociology
Departments:	Bayes Business School > Finance
SWORD Depositor:	Symplectic Administrator

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