We present a theory of how advertising can break a lock-in by distorting beliefs about market shares in markets with … shows that if the entrant’s product is of su¢ ciently high quality, then the entrant will use advertising in order to break …

We consider a model where TV channels transmit advertising, and viewers dislike such commercials. We find that the less … differentiated the TV channels’ programs are, the lower is the amount of advertising in equilibrium. Relative to the social optimum …, there is underprovision of advertising if TV channels are sufficiently close substitutes. In such a situation, a merger …

This paper studies whether exposure to mass media and liking advertising are associated with an increased impulse buy … advertising in general is positively associated with impulse buying; for males, having a preference for informative advertising is …

Despite the empirical relevance of advertising strategies in concentrated markets,the economics literature is largely …) dominance.In a simple model of persuasive advertising and pricing with differentiated goods,we analyze the interdependencies … between ex-ante asymmetries in consumer appeal,advertising and prices. Products with larger initial appeal to consumers willbe …

We consider a model of a TV oligopoly where TV channels transmit advertising and viewersdislike such commercials. We … substitutes, there will be underprovisionof advertising relative to social optimum. We also find that the more viewers dislike ads …, themore likely it is that welfare is increasing in the number of advertising financed TV channels... …

-loop system. We derive a Nash equilibrium and examine the influence of advertising. We show for the monopoly case that a reduction … ; pricing ; advertising …

Pricing strategies may include the advertising of meeting-the-competition clauses (MCCs). We show in a specific spatial … allowing for price discrimination between these consumers. -- Meeting-the-competition clauses ; advertising ; price …

investment-based model to understand the impact of advertising expenditures on stock returns and firm value. In addition, by … interpreting advertising expenditures as an investment in brand capital, the approach in this paper provides a novel way to measure … model is able to simultaneously match the pattern of average stock returns and firm values of portfolios sorted on …

advertising in that medium. We apply a simple model of a product market with network externalities where firms buy advertising …. The paper is the first combining a study of media markets with a behavioral foundation of how advertising affects the … demand for the advertised products. -- Advertising ; Media Market ; Availability Heuristic ; Network Externalities …