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

We study effects of direct-to-consumer advertising (DTCA) in the prescription drug market. There are two pharmaceutical …

Advertising often aims at creating and reinforcing brand differentiation, which should translate into reduced price … competition. Currently unknown are the boundary conditions for long-term advertising benefits, the route through which advertising … effects materialize, and the role of competitive advertising in the category. The authors develop a Hierarchical Dynamic …

.3 million US users: one group of users saw the status quo, while the other saw a lower level of advertising (with prominence of … search ads decreased). Revealed preference data reject that users are, overall, averse to search advertising targeted to them … across a diverse set of searches. At the margin, users prefer the search engine with the higher level of advertising. On the …

Under the practice of “digital co-op”, manufacturers subsidize the online advertising expenditures of retailers that … they sell their products through, even though retailers typically compete with manufacturers in the advertising market and … search advertising in which an ad slot is sold through a second-price auction, we obtain the key insight that a manufacturer …

Yahoo! Research partnered with a nationwide retailer to study the effects of online display advertising on both online …

Advertisers seek to maximize profits by investing in advertising. We propose a “cost-per-incremental-action” (CPIA …) pricing model which incorporates the causal contribution of advertising in order to achieve the advertisers' objectives such … recent empirical studies measuring the causal effects of advertising within the context of existing pricing models …

We use high frequency data on TV and radio advertising together with data on online sales for lottery tickets to … measure the short run effects of advertising. We find them to be strong and to last for up to about 4 hours. They are the … of this model and simulate the effects of a number of counterfactual dynamic advertising strategies. We find that …