promotion, in a model where a seller employs informative advertising to launch a new product. We propose a fairly general … advertising technology for the study of three promotional strategies—mass, imperfectly targeted, and customer directed advertising … (CDA). We find that both the private and the social incentives to use distinct advertising strategies are aligned, and that …

price competition. Consumer reference dependence will also shape firms' advertising strategies and quality choices. If … advertising increases product prominence, ex ante identical firms may differentiate their advertising intensities. If firms vary …

the basic fact that they sell the product. In this way, advertising lowers the expected search cost. We show that this … role of advertising can lead to a situation where advertised prices are higher than non—advertised prices in equilibrium. …

We model comparative advertising as brands pushing up own brand perception and pulling down the brand image of targeted … the structural model. These attack matrices identify diversion ratios and hence comparative advertising damage measures …. We find that outgoing comparative advertising attacks are half as powerful as self-promotion in raising own perceived …

oligopoly game in which firms sell differentiated goods and invest in advertising to increase the brand equity of their …

discriminate can restore symmetry in equilibrium advertising decisions. I also establish that price discrimination increases (resp …. decreases) profits and total welfare but hurts (resp. benefits) consumers when the advertising cost is high (resp. low). …

The present paper investigates the firms' incentives to invest in comparative advertising in a spatially differentiated … interaction between the transportation cost, the network effects and the effectiveness of advertising, firms have incentives to … invest in comparative advertising with their investment levels to be positively related to the transportation cost and …