This paper shows how a firm can use non-targeted advertising to exploit consumers' desire for social status. A … monopolist sells multiple varieties of a good to consumers who each care about what others believe about his wealth. Advertising …

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 …

We model the idea that when consumers search for products, they first visit the firm whose advertising is more salient …. The gains a firm derives from being visited early increase in search costs, so equilibrium advertising increases as search … heterogeneity in advertising costs. Firms whose advertising is more salient and therefore raise attention more easily charge lower …