This paper studies a novel model of persuasive advertising over differentiated products in a duopoly. Each firm tries … consumers are naive or the advertising technology is effective, there is a Perfect Equilibrium, where firms earn a higher profit … than by not advertising because they can further differentiate their products. We also show that duopolists regard their …

Traditional advertising, such as TV and print advertising, primarily builds awareness of a firm's product among … consumers. On the other hand, sponsored search advertising can target consumers in a later stage of the purchase process because … who are closer to making a purchase induces competitors to "poach" these consumers by directly advertising on the firm …

Zaccour (2008) investigates the behaviour of a marketing channel where firms invest in advertising to increase brand …'s advertising effort, performing this task both in the static and in the dynamic game. Then, I show that an analogous result emerges …'s advertising effort; and (ii) by using a contract which is linear in the brand equity, in the dynamic case …

This paper is the first to estimate the impact of exposure to deceptive advertising on consumption of the advertised … advertising is rampant and products are generally ineffective with potentially serious side effects. We control for the targeting … exposure to deceptive advertising is associated with a lower probability that women, and a higher probability that men, consume …

Traditionally, the production of video advertising has been – and still is – carried out by the creative services of … advertising agencies. But many argue that this process is too long and costly: one of the suggested solutions is to use … venue for these creative individuals to create for brands. This chapter argues that the video advertising industry is …

We aim to model and analyze possible cooperative advertising strategies in the context of a gaming platform … understanding the impact of a video game's total advertising budget and the co-op advertising sharing policy on each player …-op advertising sharing policy …

The welfare implications of direct-to-consumer advertising (DTCA) have garnered considerable attention and are … complicated since the consumer delegates some decision-making authority to the physician, who is exposed to advertising as well … roles of physician advertising on the choice of the drug …

advertising. Meanwhile, the traditional pay-per-impression (PPI) scheme persists, and several advertising publishers have started … optimal choices for advertising publishers. We highlight two-sided information asymmetries in online advertising markets and …

This paper provides a comprehensive study of the structure and dynamics of online advertising markets, mostly based on …

In the general framework of globalization and internationalization, the paper focuses on the advertising strategies … importance of local culture in advertising content by comparing Chinese and Italian ads. In particular, this research analyses …