We develop an advertising strategy for durable goods firms applying a dual time-period model while considering three …-stage game in a Cournot competition. We assume that firms employ two advertising approaches; one is online advertising, which … escalates consumers' willingness to purchase goods and the other is conventional mass media advertising, including television …

-tuned tailoring and targeting of ads based on individual user characteristics are common features on many Internet media and social … market outcomes of Internet media. A large body of work has focused on the advertising part of the industry, while some …

This paper shows how a firm can use non-targeted advertising to exploit consumers' desire for social status. A … monopolist sells multiple varieties of a good to consumers who each care about what others believe about his wealth. Advertising …

targeting as an efficient marketing instrument can be severely reduced, for both firms and consumers, if the standard assumption … recent evidence on increased ad-blocking, which has become a key concern to the entire advertising industry. Our main …