Using the measureable impact of the American Dental Association endoresement of Crest, the impact on security prices of Procter and Gamble is assessed. Results indicate that the market intervention has impact both on market share and security prices.
advertising, marketing, regulatory impact, market disturbances, time-event analysis
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Bettis, Richard A.; Chen, Andrew; and Mahajan, Vijay, "Assessing the Impact of Market Interventions on Firm's Performance" (1984). Working Papers. 72.