The Cannes Lions festival is one of the most important international indicators for professionals in the creative … emerging and developing countries. This fact is surprising considering the background of relatively low local advertising …Das internationale Werbefestival in Cannes ist einer der wichtigsten internationalen Gradmesser für kreative Werbung …

. 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 …

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. Firms whose advertising is more salient and therefore raise attention more easily charge lower …

) industry. I present an empirical discrete-choice model of limited information on the part of consumers, where advertising … influences the set of products from which consumers choose to purchase. Multi-product firms choose prices and advertising in each … medium to maximize their profits. I apply the model to the US PC market, in which advertising expenditures are over $2 …

This paper studies whether exposure to mass media and liking advertising are associated with an increased impulse buy … advertising in general is positively associated with impulse buying; for males, having a preference for informative advertising is …

deriving benchmark elasticities for advertising. Although they provide a variety of valuable insights, a major shortcoming of … this gap by providing (1) an advertising elasticity database (AED) and (2) empirical generalizations about advertising … elasticities and their determinants. Our findings indicate that the average current-period advertising elasticity is 0.09, which is …