assumptions that there is no advertising congestion and that viewers single-home. Allowing for crowding in viewer attention spans …

assumptions that there is no advertising congestion and that viewers single-home. Allowing for crowding in viewer attention spans …

This paper examines the impact of advertising on the firm performance as measured two profit variables and market … between concentration and advertising for both distribution systems, while a negative and significant relation between market … share and advertising is found. These results are consistent with the two distribution systems. This paper, however, finds …

We examine the decision to advertise a homogenous good. We show that the likelihood of inefficiently low advertising … rests heavily on how one models the mechanism by which advertising affects demand. Regardless of this mechanism, however …, there is always a lower bound of concentration below which no advertising occurs even when welfare-enhancing. In such cases …

When advertising is a value-enhancing complement to consumption [Becker and Murphy (1993)], customization can permit … firms to discriminate in advertising strategies, rather than in pricing. We investigate customized complementary advertising … in a spatial model of horizontal differentiation. We show how targeted advertising may be used to differentiate products …