Digital technologies lead consumers to instantaneously engage with companies online following TV advertising. As a … result, companies increasingly aim to coordinate TV advertising with consumer online behavior. This has led companies and … company ran TV advertising in one region of the country while shutting off TV advertising for the remainder of the country …

This paper analyzes how advertising can be used to mislead rivals in an oligopoly environment with demand uncertainty …-à-vis the competitor's product is unknown. In each period, a firm sets prices for its product and exerts an advertising effort … that is imperfectly observed by the rival later on. Advertising is persuasive in that it enhances willingness to pay, but …

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 …