This paper studies advertising in vertically differentiated product markets with positive consumption externalities. In … consumers. In such markets, we show that firms will engage in advertising competition in order to convince consumers of their … levels of advertising. …

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 …

We compare the advertising intensity and content of programming in a market with competing media platforms. With pay …-tv media platforms have two sources of revenues, advertising revenues and revenues from viewers. With free-to-air media … platforms receive all revenues from advertising. We show that if viewers strongly dislike advertising, the advertising intensity …

We present a Hotelling model of price and advertising competition between prescription drugs that differ in quality …/side e¤ects. Advertising results in the endogenous formation of two consumer groups: brand loyal and non-brand loyal ones. We … show that advertising strategies are strategic substitutes, with the better quality drugs being the ones that are most …

The aim of this Paper is to demonstrate that advertising can have an important function in markets with consumption … externalities, apart from its persuasive and informative roles. We show that advertising may function as a device to coordinate … implications of advertising as a coordinating device are examined in the pricing and advertising decisions of firms interacting …

Restricting advertising is one way governments seek to reduce consumption of potentially harmful goods. There have been … increasing calls to apply a similar policy to the junk food market. The effect will depend on how brand advertising influences … dynamic oligopoly supply in which multi-product firms compete in prices and advertising budgets. We model the impact of …

The advent of online advertising has simultaneously created unprecedented opportunities for advertisers to target …