Closed-loop (perfect) equilibria in a Lanchester duopoly differential game of advertising competition are used as the …-Cola, a formal statistical testing procedure is used to detect whether closed-loop equilibrium advertising strategies are used … general model is estimated. Results indicate that closed-loop equilibria better explain dynamic advertising competition than …

relatively insensitive to misspecification of the lag structure of advertising. We examine the conditions under which a firm …

An approach based on dynamic conjectural variations is advanced for developing dynamic advertising strategies in a … the ready-to-eat cereal industry, it is shown that advertising strategies based on dynamic conjectural variations can … better explain the advertising of the cereal competitors than can open- loop advertising strategies. …

The goal of the present paper is to investigate the influence of advertising on the diffusion of new telephones in West … Germany. Several alternative ways of integrating advertising into the well-known Bass-diffusion-model are suggested and … which assumes that advertising mainly influenced the demand of imitators is accepted as the most valid representation of …

advertising and examine how campaign budgets affect advertising strategies in the context of a political campaign. Our key finding … is that tight campaign limits stimulate aggressive advertising on the part of competing parties, while generous budgets …

The equilibrium profit-maximizing advertising policies of firms operating in a dynamic duopoly are derived by linking … that capture the competitive shifts due to investments in advertising by the two market rivals. We determine the … equilibrium advertising levels using both closed- and open-loop policies. We also compare these equilibrium advertising policies …

An important current trend in advertising is the replacement of traditional pay-per-exposure (pay …-per-action (PPA) mechanisms are becoming the predominant method of selling advertising on the Internet. Well-known examples include … of PPA advertising. I find that, if the prices of advertised goods are endogenously determined by advertisers to maximize …

We extend the persuasion game to bring it squarely into the economics of advertising. We model advertising as exciting … consumer interest into learning more about the product, and determine a firm's equilibrium choice of advertising content over … quality information, price information, and horizontal match information. Equilibrium is unique whenever advertising is …

Advertising is one of the key marketing tools managers have at their disposal to influence their customers into … purchasing a new product. The overall objective of new product advertising is to inform and persuade customers. Drawing up an … advertising plan for a new product that is under the influence of diffusion phenomenon is not an easy task. Hence, research in …