The extent of pharmaceutical advertising and promotion can be characterized by a balancing act between profitable … scenarios and test the model's predictions using a novel combination of sales, promotion, advertising, and adverse event reports … health events, and have extensive advertising and promotion. We find that advertising and promotion expenditures increase own …

According to the standard model, advertising is remarkably sensitive to profit margins. Firms advertise to stimulate …-and-matching map a decline in wages to higher unemployment. But a rise in profit margins should expand advertising by a lot. Really a … lot. Advertising should be highly countercyclical. Instead, it is somewhat procyclical. The ratio of advertising spending …

advertising to acquire new customers and thereby shift demand and increase sales. In the second, they use temporarily low markups … to do so. The marketing and advertising model fits the quantity and markup moments well, and implies that successful …

literature has been prominent in legislative debates about taxation as a tool to discourage smoking, and has contributed theory … other tobacco control policies, such as advertising restrictions, prominent in tobacco control debates. Research addressing …

advertising agency industry? This question is addressed by treating an advertising agency as a multiproduct firm. The firm … advertising messages which it creates on behalf of its clients. Evidence is presented indicating that the structure of demand and … costs in the advertising agency industry conforms to the conditions that MacDonald and Slivinski (1987) showed were required …

We formally model direct to consumer advertising (DTCA) of prescription drugs and examine factors that determine a … perspective there can be too much or too little private investment in advertising. Welfare is more likely to increase when the …

In this paper, we explore the hypothesis that an important force behind the collapse in advertising revenue experienced … introduce a model of the market for advertising on news media outlets whereby news outlets are modeled as competing two … equilibrium outcomes in the advertising market. One consequence is that multi-homing on the part of advertisers is heterogeneous …

perform in developed countries. We present a dynamic theory of commercial broadcasting where the media trade utility …