An important current trend in advertising is the replacement of traditional pay-per-exposure (pay …-per-action (PPA) mechanisms are becoming the predominant method of selling advertising on the Internet. Well-known examples include … of PPA advertising. I find that, if the prices of advertised goods are endogenously determined by advertisers to maximize …

We extend the persuasion game to bring it squarely into the economics of advertising. We model advertising as exciting … consumer interest into learning more about the product, and determine a firm's equilibrium choice of advertising content over … quality information, price information, and horizontal match information. Equilibrium is unique whenever advertising is …

Closed-loop (perfect) equilibria in a Lanchester duopoly differential game of advertising competition are used as the …-Cola, a formal statistical testing procedure is used to detect whether closed-loop equilibrium advertising strategies are used … general model is estimated. Results indicate that closed-loop equilibria better explain dynamic advertising competition than …

Advertising is one of the key marketing tools managers have at their disposal to influence their customers into … purchasing a new product. The overall objective of new product advertising is to inform and persuade customers. Drawing up an … advertising plan for a new product that is under the influence of diffusion phenomenon is not an easy task. Hence, research in …

This research examines how retailer and consumer responses influence a manufacturer's optimal advertising and trade … consumers. The manufacturer attempts to maximize its profits by advertising directly to consumers and offering periodic trade … consumer. We show how the manufacturer's optimal allocation depends on consumer response to advertising, consumer response to …

We examine the firm's optimal advertising behavior under conditions of uncertainty. For the static one-period model, we … show that the firm's attitude toward risk may be responsible for the potential divergence between advertising decisions … uncertainty on advertising is further complicated when the sales response function contains an unknown parameter, and the firm …

relatively insensitive to misspecification of the lag structure of advertising. We examine the conditions under which a firm …

We explore the extent to which R&D and advertising expenditures generate a comparative advantage that allows firms to … expenditures and profitability, our results suggest substantially lower accounting and stock market returns to R&D and advertising …&D or advertising expenditures to generate, on the average, a long-run comparative advantage. …

Whether pulsing, other than chattering, can be optimal is an important concern to both advertising practitioners and … marketing scientists. In this paper, we explicitly incorporate various types of costs to a one-state advertising model to … analyze the effect of these costs on the optimal advertising policy. We prove that the interaction of fixed and pulsing costs …