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 …

Wirkungsanalyse wird abgeleitet, dass übermäßige Werbung vorliegt, wenn es parallele Werbeaktivitäten dieser Art auf verschiedenen … for the advertised commodity outward. We derive theoretically that excessive advertising does exist if several promotion … show that the price bonus is affected by the magnitude of promotion expenditures, by own - and cross-price advertising …

efficiency in technology-intensive industries. Various sectors, including pharmaceuticals, ICT, aerospace, and defence, heavily …