The welfare implications of direct-to-consumer advertising (DTCA) have garnered considerable attention and are … complicated since the consumer delegates some decision-making authority to the physician, who is exposed to advertising as well … roles of physician advertising on the choice of the drug …

) advertising. We use information on: the effect of DTC in generating patient visits; the effect of patient visits and mentions of a … drug in generating prescriptions; and the effect of advertising on the cost effectiveness for specific advertised drugs. In … all cases, we find that DTC advertising does not alter the cost effectiveness of the medications, all of which remain …

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 …

I consider an oligopoly model where, prior to price competition, firms invest in persuasive advertising and induce … advertising is introduced to homogeneous product markets, provides an alternative explanation for price dispersion phenomena …. Despite ex ante symmetry, the equilibrium profile of advertising outlays is asymmetric. It follows that endogenously …

false advertising by a firm in duopolistic competition where consumers can be distinguished according to whether or not they … form rational beliefs about the trustworthiness of advertising claims. We compare private and public law enforcement in the … form of the demand for injunctions against false advertising. From a welfare perspective, we show that it can be optimal …

simultaneous game of pricing and targeted advertising with two firms producing different levels of quality. We find that the … transition from uniform advertising to targeted advertising can turn a pure vertically differentiated market into a hybrid market … particular, we show that (1) compared to uniform advertising, targeting leads both firms to always charge higher prices, (2) the …

Does hospital advertising influence patient choice and health outcomes? We examine more than 220,000 individual patient … advertising; seeing a television advertisement for a given hospital makes a patient more likely to select that hospital. We also … advertisements. Our demand model allows us to study the impact of a ban on hospital advertising, which has been recently considered …

This paper examines the effects of direct-to-consumer advertising (DTCA) of prescription drugs on doctor choice of drug … DTCA expenditure incurred in this class. In contrast, directed-to-physician advertising (i.e., detailing and medical … journal advertising) has positive, significant, and long-lasting effects on the prescription choice of allergy drugs. These …

Yahoo’s local search advertising service support the existence of substantial positive two-way feedback between the consumer …

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 … heterogeneity in advertising costs. Firms whose advertising is more salient and therefore raise attention more easily charge lower …