We consider a cooperative advertising channel consisting of a manufacturer selling its product through a retailer in … competition with another independent retailer. The manufacturer subsidizes its retailer's advertising only when a certain …

Cooperative advertising is an incentive offered by a manufacturer to influence retailers' promotional decisions. We … Stackelberg leader announces his wholesale prices and his shares of retailers' advertising costs, and the retailers in response … play a Nash differential game in choosing their optimal retail prices and advertising efforts over time. We obtain the …

-Arrow advertising model. The optimal control is the rate of advertising expenditure required to maximize the present value of net profit … streams over an infinite horizon subject to a replenishable budget. It is shown that an equilibrium level of advertising …

Cooperative advertising is a key incentive offered by a manufacturer to influence retailers' promotional decisions. We … study cooperative advertising in a dynamic retail duopoly where a manufacturer sells his product through two competing … retailers. We model the problem as a Stackelberg differential game in which the manufacturer announces his shares of advertising …

Cooperative advertising is an important mechanism used by manufacturers to influence retailers' promotional decisions …. In a typical arrangement, the manufacturer agrees to reimburse a fraction of a retailer's advertising cost, known as the … optimal advertising efforts. We obtain feedback Stackelberg strategies consisting of manufacturer's subsidy rates and …

We propose a model to assess the value of a distributor in a dynamic stochastic cooperative advertising supply chain in …, the distributor also intermediates the pricing and advertising decisions between the manufacturer and the retailer. For … to the case of no distributor. Thirdly, as the distributor saves on the transport cost, the marginal advertising cost to …

retailers. The manufacturer decides on its support for the retailers' advertising activities by announcing cooperative … advertising subsidies called “participation rates.” The retailers compete for market share by selecting advertising efforts. We … find that the manufacturer should offer the cooperative advertising policy to only one retailer and even then, only when a …

This paper analyzes dynamic advertising and pricing policies in a durable-good duopoly. The proposed infinite …-horizon model, while general enough to capture dynamic price and advertising interactions in a competitive setting, also permits … cumulative sales, while the optimal advertising is decreasing with cumulative sales. Comparative statics for the results are …

To increase the sales of their products through advertising, firms must integrate their brand-advertising strategy for … capturing market share from competitors and their generic-advertising strategy for increasing primary demand for the category …. This paper examines whether, when, and how much brand advertising versus generic advertising should be done. Using …

Cooperative (co-op) advertising is an important instrument for aligning manufacturer and retailer decisions in supply … chains. In this, the manufacturer announces a co-op advertising policy, i.e., a participation rate that specifies the … percentage of the retailer's advertising expenditure that it will provide. In addition, it also announces the wholesale price. In …