simultaneously choose whether to advertise or not. Advertising increases the own immediate sales, but may also cause an externality …

-loop system. We derive a Nash equilibrium and examine the influence of advertising. We show for the monopoly case that a reduction …

-loop system. We derive a Nash equilibrium and examine the influence of advertising. We show for the monopoly case that a reduction … ; pricing ; advertising …

investment-based model to understand the impact of advertising expenditures on stock returns and firm value. In addition, by … interpreting advertising expenditures as an investment in brand capital, the approach in this paper provides a novel way to measure … advertising expenditures which standard asset pricing models cannot. The estimation results also show that brand equity accounts …

Traditional advertising, such as TV and print advertising, primarily builds awareness of a firm's product among … consumers. On the other hand, sponsored search advertising can target consumers in a later stage of the purchase process because … who are closer to making a purchase induces competitors to "poach" these consumers by directly advertising on the firm …

This paper provides a comprehensive study of the structure and dynamics of online advertising markets, mostly based on …

effect is determined, and one standard deviation in advertising has an impact on store traffic by 1.2%. But the impact at a …

implemented marketing and advertising plans. While the share of the marketing budget used for advertisements in print media is … constantly increasing, it has turned out that such advertising campaigns are not always effective. Although clients are open … towards hospital advertising, is has not been clearly proven that they use advertisements as a source of information in the …

To increase the sales of their products through advertising, firms must integrate their brand-advertising strategy for … capturing market share from competitors and their generic-advertising strategy for increasing primary demand for the category …. This paper examines whether, when, and how much brand advertising versus generic advertising should be done. Using …

Cooperative (co-op) advertising is an important instrument for aligning manufacturer and retailer decisions in supply … chains. In this, the manufacturer announces a co-op advertising policy, i.e., a participation rate that specifies the … percentage of the retailer's advertising expenditure that it will provide. In addition, it also announces the wholesale price. In …