We derive equilibrium incentives to use comparative advertising that pushes up own brand perception and pulls down the … matrices identify diversion ratios, from which we derive comparative advertising damage measures. We find that comparative … advertising causes more damage to the targeted rival than benefit to the advertiser. We simulate banning comparative advertising …

, magazines, newspapers, the Internet, and television (the illustrative example henceforth). Most advertising expenditures are … incurred for these media. They are also mainly supported by advertising revenue. Early work stressed possible market failures … sides are coordinated by broadcasters (or “platforms”) that choose ad levels and program types, and advertising finances the …

This chapter focuses on the economic mechanisms at work in recent models of advertising finance in media markets …, and to clarify the conceptual aspects. The chapter first develops a canonical model of two-sided markets for advertising … advertising markets, and concrete issues such as congestion and second-degree discrimination. The second part is devoted to recent …

analyze a monopoly firm's choice of advertising content and the information disclosed to consumers. The firm advertises only …

We develop an empirical study of the information–persuasion trade-off in advertising using data on the information …

Regulation of television advertising typically covers both the time devoted to commercials and restrictions on the … restrictions (advertising caps) may improve welfare when advertising is overprovided in the market system. Even then, such caps may … (including the direct benefit to viewers). Restricting advertising of particular products (such as cigarettes) likely reflects …

We extend the persuasion game to bring it squarely into the economics of advertising. We model advertising as exciting … consumer interest into learning more about the product, and determine a firm's equilibrium choice of advertising content over … quality information, price information, and horizontal match information. Equilibrium is unique whenever advertising is …

platforms use two-sided pricing or consumers like advertising,advertiser and consumer interests are often aligned. …

We derive equilibrium incentives to use comparative advertising that pushes up own brand perception and pulls down the … matrices identify diversion ratios, from which we derive comparative advertising damage measures. We find that comparative … advertising causes more damage to the targeted rival than benefit to the advertiser. We simulate banning comparative advertising …

We derive equilibrium incentives to use comparative advertising that pushes up own brand perception and pulls down the … matrices identify diversion ratios, from which we derive comparative advertising damage measures. We find that comparative … advertising causes more damage to the targeted rival than benefit to the advertiser. We simulate banning comparative advertising …