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 …

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 …

We examine the effects of fast-food restaurant advertising on television on the body composition of adolescents as … from the National Longitudinal Survey of Youth 1997 and data on local fast-food restaurant advertising on television from … Competitive Media Reporting. Exposure to fast-food restaurant advertising on television causes statistically significant increases …

Newspapers have been experiencing declining circulation figures and diminishing advertising revenues for several years … complementation effects between internet and newspaper advertising. It was argued that retail advertising, in particular, may offer a … otherwise mostly substitutional advertising markets. This paper empirically tests these hypotheses by analyzing advertising …

Das Behavioral Targeting, also die zielgerichtete Auslieferung von Online-Werbung basierend auf dem Nutzerverhalten … - insbesondere durch die Reduzierung von Streuverlusten - gegenüber klassischer Online-Werbung verwiesen, für die Werbetreibende … kann. Der Vergleich von drei Gruppen von Internetnutzern (traditionelle Online-Werbung, klassisches Targeting, Behavioral …

Dieses Paper widmet sich der Übertragbarkeit des Spillover-Effektes auf die Suchmaschinen-Werbung, insbesondere wird …This paper focuses on the transferability of the spillover effect on search engine advertising. In particular, an …

We examine the effect of direct mail (commonly referred to as junk mail) advertising on individual financial decisions … view that advertising is persuasive. …

This paper shows how a firm can use non-targeted advertising to exploit consumers' desire for social status. A … monopolist sells multiple varieties of a good to consumers who each care about what others believe about his wealth. Advertising …