We derive equilibrium incentives to use comparative advertising that pushes up own brand perception and pulls down the … matrices identify diversion ratios, from which we derive comparative advertising damage measures. We find that comparative … advertising causes more damage to the targeted rival than benefit to the advertiser. We simulate banning comparative advertising …

This paper is the first to estimate the impact of exposure to deceptive advertising on consumption of the advertised … advertising is rampant and products are generally ineffective with potentially serious side effects. We control for the targeting … exposure to deceptive advertising is associated with a lower probability that women, and a higher probability that men, consume …

unprecedented precision. We assess the effects of such political micro-targeting by exploiting daily advertising prices on Facebook …

We examine how political corruption affects advertising spending. According to agency theory, managers of firms have a … cash for bribery. However, when it comes to advertising spending, based on a two stage least square estimation method, we … find firms whose headquarters are in more corrupt states invest less in advertising than their peers whose headquarters are …

article examines the impact of advertising on the demand for nonalcoholic beverages in the United States. We employed an AIDS … (almost ideal demand system) model of five jointly estimated equations that included advertising expenditures as explanatory … variables to evaluate annual U.S. consumption of nonalcoholic beverages for 1974 through 2005. Results suggest that advertising …

estimates the own- and cross-advertising elasticities in addition to price elasticities. Positive and negative cross-advertising … elasticities imply the presence of both cooperative and predatory effects of advertising expenditures across brands; however, the … former effect appears to dominate suggesting that advertising increases the overall demand for beer. We discuss the …

formation and the role of advertising for cigarettes, little cigars/cigarillos, large cigars, e-cigarettes, and smokeless …-cigarettes may serve as a gateway to nicotine addiction but not necessarily to cigarette smoking. As to advertising, cigarette … magazine advertising did not affect cigarette demand while e-cigarettes’ TV advertising increased e-cigarettes demand with …

television and social media advertising. We find that television outlets whose viewers watch more television charge a lower price … more male audiences on television. Also consistent with the theory, we show that social media advertising markets feature a … trends in television advertising revenue. We use the model to quantify the impact of mergers, the effect of competition on …