. Guerrilla advertising is one of the growing marketing techniques which are used by advertising industry that makes a use of … research is causal. The buying behavior of consumer is taken as a dependent variable and guerrilla advertising as an … found that there is a significant impact of guerrilla advertising on consumer buying behavior …

oligopoly game in which firms sell differentiated goods and invest in advertising to increase the brand equity of their …

This paper examines a firm's incentive to supply information through advertising when consumers can choose between … deterrence when the search cost is low. Moreover, informative advertising and consumer search behave as complements in the …

model helps understand advertising patterns in markets where sellers are capacity constrained (e.g., labor markets). We … analyze how advertising intensity depends on the buyer-seller ratio and trade mechanisms. Equilibrium advertising intensity …

We derive equilibrium incentives to use comparative advertising that pushes up own brand perception and pulls down the … matrices identify diversion ratios, from which we derive comparative advertising damage measures. We find that comparative … advertising causes more damage to the targeted rival than benefit to the advertiser. We simulate banning comparative advertising …

In sponsored search advertising, advertisers bid to be displayed in response to a keyword search. The operational … broad match, in sponsored search advertising. We show that because these costs inhibit participation by advertisers in …

In this paper we analyze a stochastic dynamic advertising and pricing model with isoelastic demand. The state space is …-Steiner identity will be derived. Explicit expressions of the optimal advertising and pricing policies, of the value function and of … the optimal advertising expenditures will be given. The general results will be used to analyze the case of impatient …

We present a Hotelling model of price and advertising competition between prescription drugs that differ in quality …. We show that advertising intensities are strategic substitutes, with the better quality drugs being the ones that are … loyalty is endogenously determined by promotional effort. The model's main results on advertising and pricing strategies are …

-economic life. The latter concerns also advertising, which is particularly sensitive to the developments occurring in the global … services. The specific question which appears in this context is whether to use standardized or adapted advertising. The … globalization on the recipients’ perception of the adver-tising activity of foreign companies operating in the Polish market …