reexamines the debate as to whether firms use price or advertising to signal quality and whether advertising has pro- or anti …-competitive effects. We show that the signaling theory strongly predicts that advertising signals quality if price rivalry prevails, in …; combined price-advertising signals must be used when this difference shrinks. From a welfare point of view, advertising leads …

A variety of continuous-time differential functions have been developed to investigate dynamic advertising problems in … provide a comprehensive review of the dynamic advertising models published after 1995, which are classified into six … its extensions, (iv) the diffusion models, (v) dynamic advertising-competition models with other attributes, and (vi …

market share and advertising is the only strategic variable. Entry occurs when the relative effectiveness of incumbent …'s advertising is smaller than a threshold level that depends on the size of the market. This threshold level is monotonically and …

-market case study that consists of five years of monthly data on ready to eat cereal sales, advertising, product development …

This analysis begins with a definition and discussion of productive advertising. Then, following Dixit and Norman …, persuasive advertising is used to study the welfare effects of generic advertising by marketing orders. The study first examines … advertising for a competitive marketing order is positive only if advertising raises monopoly output. Next, advertising choices of …

This research tests for causality between indexed retail pork revenues and pork advertising. Evidence was found of … feedback between revenues and total pork advertising, but not between revenues and generic advertising. In fact, generic … advertising was found to have no significant impact on indexed retail pork revenues. …

consumption per dollar spent on advertising and promotion and $44.60 in additional lamb sales per dollar spent on advertising and …

In this article, we examine whether a better econometric specification of the sales-advertising relationship leads to … profit flow to the dynamics of advertising. On the basis of a generalized variant of their constant-elasticity model, we … compare various lag structures, and derive the corresponding decision rules to determine the optimal advertising budget …

This is an exploratory study of the determinants of the size of the advertising budget in duopolistic competition. The … increase in immediate advertising effectiveness increases expenditures. An increase in the lag coefficient increases …