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 …

if advertising did not exist? Therefore, it may stimulate the economy, creating new jobs, thus being a good source of …

Social advertising uses information about consumers' peers, including peer affiliations with a brand, product … advertised entity. In the first experiment, we randomize the number of social cues present in word-of-mouth advertising, and …

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 …

Digital technologies lead consumers to instantaneously engage with companies online following TV advertising. As a … result, companies increasingly aim to coordinate TV advertising with consumer online behavior. This has led companies and … company ran TV advertising in one region of the country while shutting off TV advertising for the remainder of the country …

Programmatic advertising is prevalent in online advertising. However, it offers managers limited control over the type … advertising and highlight the crucial role of website quality dependent on campaign goal and brand type …

effect is determined, and one standard deviation in advertising has an impact on store traffic by 1.2%. But the impact at a …

. The purchase and brand loyalty FMCG products with their advertising endorser in television.Methodology/Technique – This …