Cooperative advertising is an agreement between a manufacturer and a retailer to share advertising cost at the local … level. Previous studies have not investigated cooperative advertising for complementary products and their main focus was …

thriftiness to the detriment of the luxury object. In this article, I bring together Liz McFall’s assertion that advertising needs …’ early advertising campaigns as well as the market research by N.W. Ayer that preceded them. My analysis focuses on an …

industry. We compare the equilibrium levels of advertising under private and mixed duopoly competition, and show that the … connection between programme quality and advertising incentives is drastically different in each scenario. We also consider the …

strategically set termination fees to induce fragmentation. This takes place when advertising revenues are potentially large but … identify an important link between termination fees, the online advertising market and Internet fragmentation. We extend the … model to account for multi-homing consumers, vertically integrated ISPs, third-party advertising platforms and heterogeneous …

set termination fees to induce fragmentation. This takes place when advertising revenues are potentially large but …. We therefore identify an important link between termination fees, the online advertising market and Internet … fragmentation. We extend the model to account for multi-homing consumers, vertically integrated ISPs, third-party advertising …