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 …

Internet advertising has been the fastest growing advertising channel in recent years with paid search ads comprising … for most of the advertising expenses, resulting in average returns that are negative. …

Online advertising offers unprecedented opportunities for measurement. A host of new metrics, clicks being the leading … example, have become widespread in advertising science. New data and experimentation platforms open the door for firms and … researchers to measure true causal effects of advertising on a variety of consumer behaviors, such as purchases. We dissect the …

branding, the structure of product attributes, and several puzzling aspects of mutual fund advertising. …

This paper explores the origins and impact of "truth-in-advertising" regulation during the Progressive era. Was … advertising regulation adopted in response to rent-seeking on the part of firms who sought to limit the availability of … advertising as a competitive device? Or was advertising regulation desired because it furnished a mechanism through which firms …

decades in the U.S. advertising agency industry: How can the shift from the bundling to the unbundling of services be … Salinger (2005, 2008), we develop a simple model of an advertising agency's decision to unbundle its services as a tradeoff … between the fixed cost to the advertiser of establishing and maintaining a relationship with an advertising agency and …