We extend the persuasion game to bring it squarely into the economics of advertising. We model advertising as exciting … consumer interest into learning more about the product, and determine a firm's equilibrium choice of advertising content over … quality information, price information, and horizontal match information. Equilibrium is unique whenever advertising is …

consumers. In such markets, we show that firms will engage in advertising competition in order to convince consumers of their …This paper studies advertising in vertically differentiated product markets with positive consumption externalities. In … incentive to advertise. If it is not the brand to provide the greater consumption externality it will have very low market share …

analyse a monopoly firm’s choice of advertising content and the information disclosed to consumers. The firm advertises only …

(or brand loyalty), or over others with network effects. Firms compete ex ante for this ex post power, using penetration … pricing, introductory offers, and price wars. Such 'competition for the market' or 'life-cycle competition' can adequately … replace ordinary compatible competition, and can even be fiercer than compatible competition by weakening differentiation …

This paper examines incentives for exclusive distribution of content in the presence of advertising. A monopoly seller …-maximising choice, even when distributors also sell advertising airtime. When distributors are purely advertising-funded, however, non …-exclusive contracting may instead be preferred. Advertising revenues accruing directly to the content provider may also generate a …

increasing calls to apply a similar policy to the junk food market. The effect will depend on how brand advertising influences …Restricting advertising is one way governments seek to reduce consumption of potentially harmful goods. There have been … dynamic oligopoly supply in which multi-product firms compete in prices and advertising budgets. We model the impact of …