I show that an advertising ban is more likely to increase — rather than decrease — total consumption when advertising does not bring about a large expansion of market demand at given prices and when it increases product differentiation (thus allowing firms to command higher prices). In this...

This paper focuses on the problems posed by the uniform price and market cream skimming in a context in which the incumbent is restricted asymmetric prices and products and analyzes the risks of a graveyard spiral process. We point that the price elasticity of demand, the brand loyalty and the...