Introduction -- Globalisation of advertising : an overview of trends and issues / John Sinclair -- Globalisation, branding, and advertising's stakeholders / Linda Brennan and Robert Crawford -- Digital advertising and the new world of "viral" advertising / Lukas Parker, Dang Nguyen and Linda...

Introduction -- Globalisation of advertising : an overview of trends and issues / John Sinclair -- Globalisation, branding, and advertising's stakeholders / Linda Brennan and Robert Crawford -- Digital advertising and the new world of "viral" advertising / Lukas Parker, Dang Nguyen and Linda...

We model the idea that when consumers search for products, they first visit the firm whose advertising is more salient. The gains a firm derives from being visited early increase in search costs, so equilibrium advertising increases as search costs rise. This may result in lower firm profits...