We study effects of direct-to-consumer advertising (DTCA) in the prescription drug market. There are two pharmaceutical …

We study effects of direct-to-consumer advertising (DTCA) in the prescription drug market. There are two pharmaceutical …

This paper empirically investigates the advertising competition in the French broadcast television industry within a …, and quantities of advertising of twenty-one TV channels from March 2008 to December 2013. We specify a structural model of … oligopoly competition and identify the shape and magnitude of the feedback loop between TV viewers and advertisers. We also …

incorporate consumer learning and consumer heterogeneity into an empirical dynamic oligopoly model. In the model, firms choose …

We study firms' advertising strategies in an oligopolistic market in which both non-comparative and comparative … advertising are present. We show that in equilibrium firms mix over the two types of advertising, with the intensity of … comparative advertising exceeding that of non-comparative advertising; moreover, that the intensity of comparative increases …

oligopoly game in which firms sell differentiated goods and invest in advertising to increase the brand equity of their …

We examine an oligopoly model of advertising competition where each firm's market share depends on its own and its … competitors' advertising decisions. A differential game model is developed and used to derive the closed-loop Nash equilibrium … discuss the effects of an increase in the number of competing firms on advertising expenditure, market share and profitability …

An oligopoly model is presented that allows the determination of feedback Nash equilibrium advertising strategies for … an oligopoly. Analyses of symmetric and asymmetric oligopolies with the model show that unit contribution and advertising … effectiveness have positive effects on a competitor's own advertising and steady-state sales, while discount rate and decay rate …

We present a model of the TV-advertising market that encompasses both the product markets and the market for TV … a TV duopoly may reduce both the total number of viewers and the total amount of TV advertising. A softening of price … competition in each product market results in more investment in program quality, higher price per advertising slot, and more …