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 …

Identifying whether hyperbolic advertising claims influence consumers is important for consumer protection, but … differentiating mere "puffery" from misleading advertising is not straightforward. We conducted a pre-registered experiment to … determine whether pseudo-technical advertising claims about broadband speed bias consumer choice. We tested whether these claims …

otherwise standard targeting framework can explain several recent key issues from the advertising industry, such as consumer …

Negative advertising is frequent in electoral campaigns, despite its ambiguous effectiveness: negativity may reduce … advertising in electoral races with more than two candidates with a large scale field experiment during an electoral campaign for …

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

Given that consumers value quality, and such advertising content informs consumers' beliefs about quality, it is not … surprising that high quality brands emphasize quality in their advertising content. What is less obvious is whether firms with … lower quality brands should also follow suit and emphasize quality in their advertising to signal a higher quality. We …