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 …

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

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 …

We implement a new approach for estimating the persuasive effects of political advertising. Our empirical strategy … patterns during the 2004 and 2008 presidential campaigns, our results indicate that total political advertising has virtually … contrast, we find a positive and economically meaningful effect of advertising on candidates' vote shares. Evidence from a …

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 …

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 …