Companies spend hundreds of millions of dollars annually on advertising to build and maintain awareness for their … proportional-to-sales or competitive parity heuristics--that large (small) brands should invest in advertising proportionally less …

In mature markets with competing firms, a common role for advertising is to shift consumer preferences towards the …” advertising on market power. We show that, depending on the nature of consumer response, combative advertising can reduce price … increase their own profitability, but collectively become worse off. This is because combative advertising can intensify price …

Closed-loop (perfect) equilibria in a Lanchester duopoly differential game of advertising competition are used as the …-Cola, a formal statistical testing procedure is used to detect whether closed-loop equilibrium advertising strategies are used … general model is estimated. Results indicate that closed-loop equilibria better explain dynamic advertising competition than …

An approach based on dynamic conjectural variations is advanced for developing dynamic advertising strategies in a … the ready-to-eat cereal industry, it is shown that advertising strategies based on dynamic conjectural variations can … better explain the advertising of the cereal competitors than can open- loop advertising strategies. …

advertising and examine how campaign budgets affect advertising strategies in the context of a political campaign. Our key finding … is that tight campaign limits stimulate aggressive advertising on the part of competing parties, while generous budgets …

The equilibrium profit-maximizing advertising policies of firms operating in a dynamic duopoly are derived by linking … that capture the competitive shifts due to investments in advertising by the two market rivals. We determine the … equilibrium advertising levels using both closed- and open-loop policies. We also compare these equilibrium advertising policies …

price or adjust its advertising? Should a winning product of a product review (e.g., “editor’s choice”) boost its … advertising expenditure to spread the good news? How should firms’ strategic responses to product reviews differ across different … types of product reviews (description vs. recommendation) and different advertising media (the reviewer’s publication vs …