The aim of this paper is to study the relationship between advertising and sales of French manufacturing firms. First …, we use a simple theoretical model compatible with past econometric studies of sales and advertising, and extend it to … dynamics. We show that the models that do not account for the dynamic features of advertising lead to overstate the impact that …

The aim of this Paper is to demonstrate that advertising can have an important function in markets with consumption … externalities, apart from its persuasive and informative roles. We show that advertising may function as a device to coordinate … implications of advertising as a coordinating device are examined in the pricing and advertising decisions of firms interacting …

method is illustrated by estimating the effect of advertising on monthly sales of the Lydia Pinkham vegetable compound. …

setup differentiated platforms compete in advertising and offer consumers a service free of charge (such as a TV program …) that is financed through advertising. We show that advertising can exhibit the properties of a strategic substitute or …

Between 1967 and 1979, we produced a number of studies that explored different facets of the economics of advertising …. This work culminated in our 1974 book entitled Advertising and Market Power. Our leading hypothesis was that heavy … advertising expenditures often but not always had anti-competitive effects. And our primary empirical evidence in support of this …

This paper examines whether there is a long-run stable equilibrium relationship between advertising and sales across … account for structural changes, the estimated long-run elasticities of advertising on sales are seen to be substantially …

Advertising is widely considered to be an important isolating mechanism through which firms may defend an established … competitive advantage. However, there is relatively little empirical evidence on the extent of the strategic use of advertising … either to deter or in response to entry. In this paper, I report on a study of the advertising practices of 843 medium …

appearances in advertising, within and across national contexts, researchers tend to treat humor as a culture-bound phenomenon …-cultural advertising. This article undertakes a systematic review and synthesis of literature on humor in cross-cultural advertising to … effectiveness. A set of research propositions is developed to guide further research on humor in cross-cultural advertising. …