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 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 …

, sellers must advertise to inform those consumers about price cuts. If advertising is costly, relative to single period profit …, advertising is profitable only if the cost cut is likely to persist, but not if it is likely to be short lived. Thus, if sellers …

–averse consumers’ willingness to pay by product information in the form of informative advertising rather than by prices. We find that … attributes—is disclosed, and that partial information disclosure is the optimal mode of advertising for a monopolistic firm. This …

. Damit wird ihr eine zentrale Rolle als Vermittler von Werbewirkung zugesprochen. Allerdings wurde diese Vermittlerrolle … Kontrolle von langfristiger TV-Werbewirkung bei etablierten Konsumgütern. Bereits bestehende Wirkungshypothesen zur Rolle der … bezüglich der Werbung eine bedeutendere Rolle für die Beeinflussung des Kaufverhaltens als die Werbeeinstellung und eignen sich …