English Abstract: How has advertising being traditionally modeled? In general advertising is a way to expand demand. In … the case of horizontal differentiated goods, advertising may contribute in creating artificial differences between … essentially homogeneous goods. In the case of vertical differentiated goods, advertising may inform consumer about differences …

, locking the structure of television advertising market, it may lead to a higher advertising price level. After a short … constraints of their public broadcasters are financed exclusively by advertising revenue and compete with other commercial … broadcasters in the market for television advertising. The impact on the advertising revenues of RAI (and indirectly on the …