-retailer cooperative advertising game where, in addition to the traditional setup into which the manufacturer subsidizes the retailer …'s advertising effort, we also allow the reverse support from the retailer to the manufacturer. In this representative case, we find …

undertakes promotional expenditures, uch as advertising, to increase sales and to compete against other retailer(s). The … manufacturer supports the retailer’s promotional expenditure through a cooperative advertising program by reimbursing a portion …

Cooperative advertising is an important mechanism used by manufacturers to influence retailers' promotional decisions …. In a typical arrangement, the manufacturer agrees to reimburse a fraction of a retailer's advertising cost, known as the … optimal advertising efforts. We obtain feedback Stackelberg strategies consisting of manufacturer's subsidy rates and …

This paper analyzes dynamic advertising and pricing policies in a durable-good duopoly. The proposed infinite …-horizon model, while general enough to capture dynamic price and advertising interactions in a competitive setting, also permits … cumulative sales, while the optimal advertising is decreasing with cumulative sales. Comparative statics for the results are …

Cooperative (co-op) advertising is an important instrument for aligning manufacturer and retailer decisions in supply … chains. In this, the manufacturer announces a co-op advertising policy, i.e., a participation rate that specifies the … percentage of the retailer's advertising expenditure that it will provide. In addition, it also announces the wholesale price. In …

environments as competitive advertising and pricing for new products in the marketing literature, capacity investments in the …