too extreme as broadcasters strive to avoid ruinous subscription price competition, but strong advertising demand may lead …, magazines, newspapers, the Internet, and television (the illustrative example henceforth). Most advertising expenditures are … incurred for these media. They are also mainly supported by advertising revenue. Early work stressed possible market failures …

This chapter focuses on the economic mechanisms at work in recent models of advertising finance in media markets …, and to clarify the conceptual aspects. The chapter first develops a canonical model of two-sided markets for advertising … advertising markets, and concrete issues such as congestion and second-degree discrimination. The second part is devoted to recent …

An oligopoly model is presented that allows the determination of feedback Nash equilibrium advertising strategies for … an oligopoly. Analyses of symmetric and asymmetric oligopolies with the model show that unit contribution and advertising … effectiveness have positive effects on a competitor's own advertising and steady-state sales, while discount rate and decay rate …

competition discourage the disclosure of advertising expenses …Advertising is a critical competitive tool that shapes interactions among firms in the product market. Using third …-party tracked data on advertising outlet costs, I find that a nontrivial portion of public firms, even those with intense …

as suggested in consumer research. On this basis, we investigate monopoly and competition between firms, described via an …-loop system. We derive a Nash equilibrium and examine the influence of advertising. We show for the monopoly case that a reduction …