;"Product group";"Product category fixed effects";;"Effect of the shock";
"Nominal ad expenditures";"Real ad expenditures";"Nominal ad expenditures";"Real ad expenditures"
1.;Accessories;"16.43*** (0.46)";"14.65*** (0.40)";;"–6.27*** (0.61)";"–3.89*** (0.54)";
2.;Beverages;"46.67*** (0.58)";"42.31*** (0.51)";;"–10.62*** (0.34)";"–11.82*** (0.30)";
3.;Clothing;"31.87*** (0.40)";"28.49*** (0.35)";;"0.49 (0.54)";"-0.33 (0.47)";
4.;Cosmetics;"32.51*** (0.48)";"29.43*** (0.42)";;"–12.61*** (0.80)";"–11.42*** (0.70)";
5.;Electronics;"47.16*** (0.49)";"42.24*** (0.43)";;"4.43*** (0.76)";"0.98 (0.67)";
6.;Food;"36.75*** (0.20)";"33.21*** (0.18)";;"–8.52*** (0.24)";"–8.65*** (0.21)";
7.;"Household chemicals";"23.67*** (0.52)";"21.33*** (0.46)";;"–10.19*** (1.15)";"–8.34*** (1.00)";
8.;"Household goods";"18.60*** (0.35)";"16.64*** (0.31)";;"–5.95*** (0.49)";"–3.97*** (0.43)";
9.;Medication;"31.72*** (0.17)";"28.61*** (0.15)";;"–7.67*** (0.19)";"–7.24*** (0.17)";
10.;"Personal hygiene items";"26.90*** (0.30)";"23.95*** (0.26)";;"1.08** (0.44)";"0.85** (0.38)";
11.;"Pet supplies";"21.98*** (0.71)";"20.15*** (0.62)";;"–20.49*** (0.37)";"–16.94*** (0.32)";
12.;Shoes;"16.19*** (0.76)";"14.55*** (0.66)";;"–8.77*** (1.37)";"–6.13*** (1.20)";
13.;Stationery;"19.00*** (1.64)";"17.00*** (1.43)";;"–3.92*** (0.16)";"–2.32*** (0.14)";
14.;"Tobacco and alcoholic beverages";"45.28*** (1.31)";"40.41*** (1.15)";;"13.60*** (0.14)";"8.88*** (0.13)";
15.;Toys;"9.97*** (0.34)";"9.10*** (0.30)";;"–17.52*** (0.48)";"–12.59*** (0.42)";