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Advertising And Disclosure: Do Firms Time Advertising During Disclosure Periods?, Yin Wang

Research Collection School Of Accountancy

Using a large sample of monthly advertising data, I examine whether U.S. firms use advertisingstrategically during disclosure periods. I find that firms schedule some advertising to appeararound their SEC 10-K, 10-Q filings and around their earnings announcements, consistent withadvertising being used to increase visibility and attract investor attention during disclosureperiods. This effect is stronger for firms reporting good news, for firms with high individualinvestor ownership, for firms in the retail industry, and for young firms. In addition, firmsincrease their advertising through media with broad target audiences and through business-toconsumer media around their disclosures (i.e. SEC 10-K, 10-Q filings and earningsannouncements). …