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 …

dynamic oligopoly supply in which multi-product firms compete in prices and advertising budgets. We model the impact of …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 …

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. …

This paper shows that an advertising ban is more likely to increase – rather than decrease – total consumption when … advertising does not bring about a large expansion of market demand at given prices and when it increases product differentiation … (thus allowing firms to command higher prices). In this case, the main impact of a ban on advertising is to reduce …

We model comparative advertising as brands pushing up own brand perception and pulling down the brand image of targeted … the structural model. These attack matrices identify diversion ratios and hence comparative advertising damage measures …. We find that outgoing comparative advertising attacks are half as powerful as self-promotion in raising own perceived …

the hypothesis that innovation in pharmaceuticals is becoming more difficult and expensive over time, as costs of …

increases advertising clutter (leading to a potential downward spiral), may reduce total welfare and content quality, and can …

This paper examines incentives for exclusive distribution of content in the presence of advertising. A monopoly seller …-maximising choice, even when distributors also sell advertising airtime. When distributors are purely advertising-funded, however, non …-exclusive contracting may instead be preferred. Advertising revenues accruing directly to the content provider may also generate a …