This paper analyzes changes in concentration levels in the U.S. Advertising and Marketing Services (A&MS) industry …. Our main findings are threefold. First, in the case of the core and largest sector, Advertising Agencies, firm level …

This paper examines the impact of advertising on the firm performance as measured two profit variables and market … between concentration and advertising for both distribution systems, while a negative and significant relation between market … share and advertising is found. These results are consistent with the two distribution systems. This paper, however, finds …

The relationship between market structure and advertising has been extensively studied, but has generated sharply … firms' advertising behavior. Well-established regional preferences over beer brands, and the sharp increase in concentration … market concentration on advertising expenditures: a 100-point increase in the HHI measure of concentration increases …

assumptions that there is no advertising congestion and that viewers single-home. Allowing for crowding in viewer attention spans … ; advertising clutter ; information congestion ; mergers, entry …

independent advertising agencies. To account for this variability, we develop a set of hypotheses drawing on two perspectives that … of advertising outlays increased. Consistent with three additional hypotheses suggested by transaction cost economics, we … find that the likelihood of internalization of advertising services increases across industries as (i) advertising …

assumptions that there is no advertising congestion and that viewers single-home. Allowing for crowding in viewer attention spans …

assumptions that there is no advertising congestion and that viewers single-home. Allowing for crowding in viewer attention spans …

When advertising is a value-enhancing complement to consumption [Becker and Murphy (1993)], customization can permit … firms to discriminate in advertising strategies, rather than in pricing. We investigate customized complementary advertising … in a spatial model of horizontal differentiation. We show how targeted advertising may be used to differentiate products …