This paper studies the effect of a change in the marginal costs of advertising on advertising expenditures of firms and … on consumer prices. I make use of a policy change in Austria, that involved an increase of the taxation of advertising in … parts of the country, and a simultaneous decrease in other parts. I show that advertising expenditures of firms move quickly …

purchase advertising in order to increase their market shares. The model aims to evaluate the general equilibrium consequences … of such a behaviour. It analyses the eects of a taxation of advertising on demand for the nal good, on working time and … on individual well-being. We conclude that, unless the direct eects of advertising on utility are strong, a positive tax …

advertising in a collectivistic cultural context of South Asia. It also examines the influence of consumers’ favorable attitudes … toward social media advertising on their ad clicking and online buying behaviors. To meet the objectives of the current study …. Results reveal four factors of consumer beliefs about social media advertising. However, only two dimensions i.e. information …

This paper presents a generalised framework to understand mixed-strategy sales behaviour with informative advertising …

-comparative advertising a firm signals its own quality, under comparative advertising a firm signals the quality differential. In both … firms advertise. Under comparative advertising the firms never advertise together which they may do under non …-comparative advertising. …

evolution. The article analyses the impact of the global financial and economic crisis on Romanian media and advertising market … for Romanian advertising markets, assessing their maturity with regards to multi-channel development. …

This paper studies advertising in vertically differentiated product markets with positive consumption externalities. In … consumers. In such markets, we show that firms will engage in advertising competition in order to convince consumers of their … levels of advertising. …