through advertising in order to create new (false) needs in consumers, and, as a consequence, consumer spending rises, and so …

recent evidence on increased ad-blocking, which has become a key concern to the entire advertising industry. Our main …

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 …

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 …

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 …

impact of absurdity on advertising effectiveness and demonstrates that PCA moderates this relationship. Study 2 (n = 796 …

Ambient advertising is a creative, innovative form of outdoor advertising that explicitly intends to surprise consumers … by placing unexpected advertisements at unusual locations. The rising relevance of ambient advertising is not mirrored in … marketing literature yet. No study has empirically considered the key elements of location and execution of ambient advertising …

The paper formalizes the intuition that brands are consumed for image reasons and that advertising creates a brand …'s image. The key idea is that advertising informs the public of brand names and creates the possibility of conspicuous … consumption by rendering brands a signalling device. In a price competition framework, we show that advertising increases …