engine advertising (SEA) strategies. Our model deals with dynamic SEA environments for a large number of keywords: it allows …

We present a strategic game of pricing and targeted-advertising. Firms cansimultaneously target priceadvertisements to … occur surely. Equilibria exhibit random advertising--to induce an unequal distribution of information in the market …

promotion, in a model where a seller employs informative advertising to launch a new product. We propose a fairly general … advertising technology for the study of three promotional strategies—mass, imperfectly targeted, and customer directed advertising … (CDA). We find that both the private and the social incentives to use distinct advertising strategies are aligned, and that …

example, consider advertisers who have to decide on the advertising media mix (e.g. 30% of the expenditures on TV advertising …, 10% on radio and 60% on online advertising) as well as on the total budget of the entire campaign. To model mixture … advertising campaigns. The mixture here is the particular media mix (TV and magazine advertising) used for a campaign. As the …