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 …

Die Krise der Medienindustrie ist im wesentlichen eine Krise des Werbemarktes. Angesichts eines Beitrages der Werbung …The current crisis of the media industry is a consequence of poor revenues from the advertising market. Actually …, advertising revenues are contributing more than 60% to the total revenues of German mass media, thus dominating the economic …

The creative industry daily faces genuine challenges in their work when it comes to advertising and meeting client …'s demands. Besides, technology and the necessity of updating creativity resources urge on new approaches during campaigns, at … creativity in a field where copywriters and art directors unfold incredible sensitive messages following strong and relevant …

Purpose: The purpose of the study is to research how national advertising agencies use creativity to compete with … larger, global agencies in the advertising market of Sweden, Spain and Portugal. Design/methodology/approach: To conduct the … study, the authors keep a qualitative approach: we first carry out an analysis of previous studies about creativity …

) 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 …

price collusion in duopoly markets. Two environments are tested, in which the size of the spillover between advertising … expenditures is varied. The results show that the competitiveness of advertising and prices are significantly higher when the … advertising spillover is higher than the price spillover than when advertising spillover is lower than the price spillover. In the …

-loop system. We derive a Nash equilibrium and examine the influence of advertising. We show for the monopoly case that a reduction …

advertising in that medium. We apply a simple model of a product market with network externalities where firms buy advertising …. The paper is the first combining a study of media markets with a behavioral foundation of how advertising affects the …

This paper analyzes persuasive advertising and pricing in oligopoly if firms sell differentiated products and consumers … that the demand-enhancing effect of persuasive advertising varies across consumers and increases in the average degree of … conformity. In equilibrium, both quality and cost leaders choose higher advertising intensities and charge higher prices than …

by advertising as well. The closer substitutes the media firms’ products are, the less they rely on consumer payment and … the more they rely on advertising revenues. If media firms can invest in programming, they invest more the less …