advertising to acquire new customers and thereby shift demand and increase sales. In the second, they use temporarily low markups … to do so. The marketing and advertising model fits the quantity and markup moments well, and implies that successful …

This paper analyzes persuasive advertising and pricing in oligopoly if firms sell differentiated products and consumers … that the demand-enhancing effect of persuasive advertising varies across consumers and increases in the average degree of … conformity. In equilibrium, both quality and cost leaders choose higher advertising intensities and charge higher prices than …

advertisers and customers. The relation between advertising receipts and sales receipts, which are both complementary and … antagonist, is different if media operators impose a price or a quantity to advertisers. When consumers dislike advertising …, media operators are better off setting an advertising price than an advertising quantity. We establish a relationship …

We study consumer response towards sponsored search advertising and how to improve advertising performance on a large e … suggest that consumers dislike search advertising in our setting, but quality certificates mitigate this aversion and increase … advertising sales …

if advertising markets are sufficiently thick. In turn, we study how disclosure affects the incentives of publishers to … competitiveness of advertising markets and the ability of platforms to profile consumers. We show that, even when most consumers multi …-home, the publishers may be worse off by outsourcing to the intermediary, in particular if they operate in thin advertising …

From marketing and advertising to political campaigning and court proceedings, contending parties expend resources to …

Economists have emphasized the role of dissipative advertising and price as signals of quality. Most works, however …&D efforts and therefore are both uncertain. I characterize the optimal separating marketing mix (price and advertising) when …), advertising appears to be necessary together with price to signal quality. Equilibrium profits depend on cost but not on quality …

raise revenue. A media firm can either be financed by advertising revenue, by direct payment from the viewers (or the …, the larger is the fraction of their revenue coming from advertising. A media firm's scope for raising revenues from ads …