In this paper, we propose a novel approach to estimating the effect of advertising on market performance that relies on the revealed preferences of firms participating in generic advertising programs. Generic advertising campaigns provide a unique window to observe advertising effects on market...

This paper investigates the pricing and vertical organization of differentiated products under imperfect competition. In a multiproduct context, we examine how substitution/complementarity relationships among products and vertical structures relate to the exercise of market power. The analysis...