In this paper we investigate how direct-to-consumer (DTC) advertising of pharmaceutical products in affected by … heavily regulated than cigarettes. Our empirical analysis uses data on advertising expenditures and data from an archive of … OTC status is associated with an increase in advertising expenditures and the number and pages of magazine advertisements …

This paper explores the origins and impact of "truth-in-advertising" regulation during the Progressive era. Was … advertising regulation adopted in response to rent-seeking on the part of firms who sought to limit the availability of … advertising as a competitive device? Or was advertising regulation desired because it furnished a mechanism through which firms …

advertising agency industry? This question is addressed by treating an advertising agency as a multiproduct firm. The firm … advertising messages which it creates on behalf of its clients. Evidence is presented indicating that the structure of demand and … costs in the advertising agency industry conforms to the conditions that MacDonald and Slivinski (1987) showed were required …

How important are economies of scale and scope in advertising agency operations? This paper reports an econometric … advertising it produces. These models are estimated and tested cross-sectionally utilizing data pertaining to the domestic … highly significant in the operations of US advertising agencies. We find that of the 12,000 establishments comprising the …

decades in the U.S. advertising agency industry: How can the shift from the bundling to the unbundling of services be … Salinger (2005, 2008), we develop a simple model of an advertising agency's decision to unbundle its services as a tradeoff … between the fixed cost to the advertiser of establishing and maintaining a relationship with an advertising agency and …

We assess size and scope-related economies in the global advertising and marketing services business. A translog cost … of coordination may accompany the strategy of jointly offering advertising and marketing services globally. Estimates … consistently from the joint production of advertising and marketing services …