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. …

. Information can come through two different channels: advertising and sequential consumer search. We arrive at the following … results. First, there is no monotone relationship between prices and the degree of advertising. Second, advertising and search … are “substitutes” for a large range of parameters. Third, when the cost of either search or advertising vanishes, the …

. Information can come through two different channels: advertising and sequential consumer search. We arrive at the following … results. First, there is no monotone relationship between prices and the degree of advertising. Second, advertising and search … are “substitutes” for a large range of parameters. Third, when the cost of either search or advertising vanishes, the …

the basic fact that they sell the product. In this way, advertising lowers the expected search cost. We show that this … role of advertising can lead to a situation where advertised prices are higher than non—advertised prices in equilibrium. …

the basic fact that they sell the product. In this way, advertising lowers the expected search cost. We show that this … role of advertising can lead to a situation where advertised prices are higher than non—advertised prices in equilibrium. …

This paper presents a generalised framework to understand mixed-strategy sales behaviour with informative advertising …

This paper studies advertising in vertically differentiated product markets with positive consumption externalities. In … consumers. In such markets, we show that firms will engage in advertising competition in order to convince consumers of their … levels of advertising. …