Cooperative advertising is an agreement between a manufacturer and a retailer to share advertising cost at the local … level. Previous studies have not investigated cooperative advertising for complementary products and their main focus was …

industry. We compare the equilibrium levels of advertising under private and mixed duopoly competition, and show that the … connection between programme quality and advertising incentives is drastically different in each scenario. We also consider the …

The study assessed the effect of television advertising on children's purchasing behaviour in Ghana. The population …

by presenting the factors that can make consumers hold favourable attitudes towards advertising on their Instagram … replaced traditional advertising media. Additionally, this article contributes practically by providing some guidelines for … marketers to follow when advertising on Instagram. …

I show that an advertising ban is more likely to increase - rather than decrease - total consumption when advertising … allowing firms to command higher prices). In this case, the main impact of a ban on advertising is to reduce equilibrium prices …-ante (i.e. without advertising) similar and advertising is of the 'price-increasing' type. The ban is the more likely to …

environment. The most implemented tool for marketing communications - advertising, is losing its power for effective … communications; customers are becoming over-advertised and resistant to traditional advertising stimuli. Advertising, as one …, emphasizing the role of other elements but advertising, with more personalized and interactive functions. One method for …

theory of harm to define the audiovisual advertising ecosystem. Our investigation into the dynamics of this ecosystem and …

respective platforms. The intended promise was to make the process of political advertising less of a 'black box' and render … spend, reach and targeting behaviour, key issues for online political advertising. Based on these findings and the …

advertising. The paper simulates the strategic interaction of the two firms based on a game-theoretic Cournot analytical model …. The results show that there exist threshold levels of advertising effectiveness at which duopoly behaviour bifurcates …, that perfectly cooperative advertising can lead to competitive disadvantage, and that perfectly predatory advertising can …