Esteban, Lola; Gil, Agustín; Hernández, José - In: Review of Industrial Organization 25 (2004) 2, pp. 129-154
This paper develops a model of informative advertising in which a firm builds a database using its historical sales records in order to directly target ads on those consumers who have a high probability of purchasing its products. We show that the firm can use this type of direct advertising as...
