product categories. This paper investigates how advertising in the market of over-the-counter (OTC) drugs affects the decision … to identify the effect of advertising and find positive effects of umbrella branding on sales of prescription drugs …. Umbrella branding results in market expansion, particularly for generic firms which invest in OTC drug advertising. If the …

firms can improve brand perceptions through advertising investments, as in Sutton's endogenous sunk cost theory. In the data …, observed advertising levels escalate (i.e. larger brands) in larger markets while the number of advertised brands within an … industry remains stable. Correspondingly, observed concentration levels in advertising-intensive industries are bounded away …

I consider an oligopoly model where, prior to price competition, firms invest in persuasive advertising and induce … advertising is introduced to homogeneous product markets, provides an alternative explanation for price dispersion phenomena …. Despite ex ante symmetry, the equilibrium profile of advertising outlays is asymmetric. It follows that endogenously …