This paper studies whether exposure to mass media and liking advertising are associated with an increased impulse buy … advertising in general is positively associated with impulse buying; for males, having a preference for informative advertising is …

Despite the empirical relevance of advertising strategies in concentrated markets,the economics literature is largely …) dominance.In a simple model of persuasive advertising and pricing with differentiated goods,we analyze the interdependencies … between ex-ante asymmetries in consumer appeal,advertising and prices. Products with larger initial appeal to consumers willbe …

We consider a model of a TV oligopoly where TV channels transmit advertising and viewersdislike such commercials. We … substitutes, there will be underprovisionof advertising relative to social optimum. We also find that the more viewers dislike ads …, themore likely it is that welfare is increasing in the number of advertising financed TV channels... …

-loop system. We derive a Nash equilibrium and examine the influence of advertising. We show for the monopoly case that a reduction … ; pricing ; advertising …

Pricing strategies may include the advertising of meeting-the-competition clauses (MCCs). We show in a specific spatial … allowing for price discrimination between these consumers. -- Meeting-the-competition clauses ; advertising ; price …

investment-based model to understand the impact of advertising expenditures on stock returns and firm value. In addition, by … interpreting advertising expenditures as an investment in brand capital, the approach in this paper provides a novel way to measure … advertising expenditures which standard asset pricing models cannot. The estimation results also show that brand equity accounts …

advertising in that medium. We apply a simple model of a product market with network externalities where firms buy advertising …. The paper is the first combining a study of media markets with a behavioral foundation of how advertising affects the … demand for the advertised products. -- Advertising ; Media Market ; Availability Heuristic ; Network Externalities …

We model the idea that when consumers search for products, they first visit the firm whose advertising is more salient …. The gains a firm derives from being visited early increase in search costs, so equilibrium advertising increases as search … heterogeneity in advertising costs. Firms whose advertising is more salient and therefore raise attention more easily charge lower …