The paper formalizes the intuition that brands are consumed for image reasons and that advertising creates a brand …'s image. The key idea is that advertising informs the public of brand names and creates the possibility of conspicuous … consumption by rendering brands a signalling device. In a price competition framework, we show that advertising increases …

industry. We compare the equilibrium levels of advertising under private and mixed duopoly competition, and show that the … connection between programme quality and advertising incentives is drastically different in each scenario. We also consider the …

We study firms' advertising strategies in an oligopolistic market in which both non-comparative and comparative … advertising are present. We show that in equilibrium firms mix over the two types of advertising, with the intensity of … comparative advertising exceeding that of non-comparative advertising; moreover, that the intensity of comparative increases …

market outcomes of Internet media. A large body of work has focused on the advertising part of the industry, while some …

recent evidence on increased ad-blocking, which has become a key concern to the entire advertising industry. Our main …

race. It follows that advertising universities on television would be effective in the university market. …

This paper investigates whether newspapers report more favorably about advertising corporate clients than about other … firms. Our identification strategy based on high-dimensional fixed effects and high frequency advertising data shows that … advertising leads to more positive press coverage. This advertising bias in reporting is found among local and national newspapers …

There is widespread evidence that some firms use false advertising to overstate the value of their products. Using a … advertising actively influences rational buyers. We analyze the effects of policy under different welfare objectives and establish … a set of demand and parameter conditions where policy optimally permits a positive level of false advertising. Further …

advertising is inherently and materially misleading and violates federal securities antifraud standards. In addition, the SEC …

With companies investing millions of rupees or dollars in marketing communication including advertising, it is but … have turned their attention towards examining the impact of marketing communication activities like advertising on firm … statistical terms, increased advertising has not been able to contribute conclusively in enhancing firm value …