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 …

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 …

, namely that industry concentration fell just at the same time as industry advertising expenditures rose sharply. Since both … stylized fact raises interesting questions about whether – and if so, how advertising affects entry. We use a model of consumer … switching behaviour to help interpret the facts. The model predicts a simple linear association between market and advertising …

We derive five hypotheses regarding market competition, price, and advertising from a theoretical model of a profit … maximizing depository institution, and test these conjectures in a simultaneous system of deposit interest rates and advertising … between 1994 and 2000. We find some support for each of our hypotheses – branding, information, Dorfman-Steiner, structure-advertising …

can exploit this effect to relax competition through information exchange and analyse the role of advertising in such …

capture some of the retailer’s profits. A producer always benefits from investing into an advertising campaign with suggested …

We develop a model with many advertisers (products) and many advertising markets (media). Each advertiser sells to a … different segment of consumers, and each medium has a different ability to target advertising messages. We characterize the … competitive equilibrium in the media markets and evaluate the implications of targeting in advertising markets. An increase in the …

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 …