We derive equilibrium incentives to use comparative advertising that pushes up own brand perception and pulls down the … matrices identify diversion ratios, from which we derive comparative advertising damage measures. We find that comparative … advertising causes more damage to the targeted rival than benefit to the advertiser. We simulate banning comparative advertising …

paid search, most of the traffic still ended up on its website. Can findings from one of the largest companies in the world …

strategically set termination fees to induce fragmentation. This takes place when advertising revenues are potentially large but … identify an important link between termination fees, the online advertising market and Internet fragmentation. We extend the … model to account for multi-homing consumers, vertically integrated ISPs, third-party advertising platforms and heterogeneous …

assumptions that there is no advertising congestion and that viewers single-home. Allowing for crowding in viewer attention spans …

ad-averse consumers and advertising space to firms. As all consumers prefer high over low quality content, competition … advertising motive. We analyze the impact of both the strength of mutual externalities and advertisement regulation policies on … advertising ban in the high quality medium reduces its viewer market share and thereby the equilibrium reception of high quality …

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 …

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 …

This paper empirically investigates the advertising competition in the French broadcast television industry within a …, and quantities of advertising of twenty-one TV channels from March 2008 to December 2013. We specify a structural model of … French TV advertising market is of the Cournot type. Further, we provide empirical evidence that the price-cost margin is not …

economic theory prescribes that the advertising volume can be optimally reduced by levying a tax on ads. However, making use of …