advertising motive. We analyze the impact of both the strength of mutual externalities and advertisement regulation policies on … ad-averse consumers and advertising space to firms. As all consumers prefer high over low quality content, competition … advertising ban in the high quality medium reduces its viewer market share and thereby the equilibrium reception of high quality …

Economists have emphasized the role of dissipative advertising and price as signals of quality. Most works, however …;D efforts and therefore are both uncertain. I characterize the optimal separating marketing mix (price and advertising) when …), advertising appears to be necessary together with price to signal quality. Equilibrium profits depend on cost but not on quality …

We study a scenario in which firms offering products of different qualities can use persuasive advertising to influence … are less differentiated, even though this leads to higher pricing competition, because of shifts in advertising strategy …

This research analyzes a firm's investment in advertising that signals quality when consumers learn about quality not … only from such advertising but also from interactions with other consumers in the form of observational learning or word of … can amplify the signaling effect of advertising, and as a consequence, to prevent mimicking it may be optimal for a high …