assumptions that there is no advertising congestion and that viewers single-home. Allowing for crowding in viewer attention spans … ; advertising clutter ; information congestion ; mergers, entry …

inferences about a consumer's preferred product category and offer advertising firms the possibility to target their ads to match … the consumer's taste. Such targeting reduces overall advertising costs and, as a direct effect, increases industry profits … intensify competition between firms. As a result, firms may earn higher profits from "de-targeted" advertising; i.e., when the …

assumptions that there is no advertising congestion and that viewers single-home. Allowing for crowding in viewer attention spans …

assumptions that there is no advertising congestion and that viewers single-home. Allowing for crowding in viewer attention spans …

for advertisers, platforms obtain positive margins in the advertising market. In addition, platforms' profits can increase … in the users' nuisance costs of advertising. As a general insight, we obtain that factors affecting competition in the …

Empirical studies on advertising outlays report that incumbent firms change their advertising strategies in response to … a new entry. While some incumbents reduce their advertising expenditures, others increase them in comparison to the pre …-entry period. Existing literature on strategic advertising in entry games is mostly focused on entry deterrence, meanwhile no …

Taxation of advertising has been a recurring policy idea in recent U.S. tax reforms and around the globe. In this paper …

economic theory prescribes that the advertising volume can be optimally reduced by levying a tax on ads. However, making use of …

examples. This advertising cost is added into the sales price of the product, resulting in consumers being harmed by the … embedded advertising costs in the products or services purchased. We argue here, using Bork's own criterion - except to expand … Bork critique is a hoax in two ways: Bork's analysis does not include the other side of the market. The cost of advertising …

We develop an advertising strategy for durable goods firms applying a dual time-period model while considering three …-stage game in a Cournot competition. We assume that firms employ two advertising approaches; one is online advertising, which … escalates consumers' willingness to purchase goods and the other is conventional mass media advertising, including television …