, accounting for multi-homing helps to recognize complementarity between products; on the advertising side, it allows to measure to … what extent advertising demand depends on the shares of exclusive and overlapping readers. …

Zaccour (2008) investigates the behaviour of a marketing channel where firms invest in advertising to increase brand …'s advertising effort, performing this task both in the static and in the dynamic game. then, I show that an analogous result emerges …'s advertising effort; and (ii) by using a contract which is linear in the brand equity, in the dynamic case. …