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 …

advertising reduces the platform's attractiveness but enhances advertisers' market power. If ads are uninformative, the platform … optimally attracts only niche advertising. This is however not feasible if search costs cannot be made su ciently low, in which … unable to attract consumers with uninformative ads. The analysis is extended to allow advertising to include product …

This dissertation deals with the use language in advertising. After a state of the art of marketing applications of …

Research that examines race-stereotyped advertising emphasizes the social impact of these representations and overlooks … the potential positive effect on advertising effectiveness. The present research examines the effects of race …-stereotyped portrayals on advertising effectiveness among both members and non members of a group that is stereotyped in an advertisement. We …

to multicultural advertising in France. Results demonstrate the fundamental role of viewers’ congruence judgements and … responses to multicultural advertising. …

This study examines the effects of consumers' multiple identities on advertising effectiveness. Based on the In ….e. socioeconomic position), influences advertising effectiveness. Results indicate that, even though race "matters", the socioeconomic … position of the model also predicts advertising effectiveness depending on viewers' racial group. Findings suggest ways to …