advertising on an initially uninformed market. First, the Nash equilibrium is fully characterized. We prove that when the … advertising cost is low, firms target only their “natural markets”, while they cross-advertise when this cost is high. Second, the … outcome at equilibrium is compared with random advertising. Surprisingly, we prove that firms' equilibrium profits may be …

advertising, in an oligopolistic market with horizontally differentiated products where competition take place in quantities. We … show that, in equilibrium the fi��rms undertake a mix advertising strategy that combines both informative and … comparative advertising investments. We further compare our results over the equilibrium market outcomes and the social welfare …

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 …

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 …

This paper builds a model of strategic misleading advertising in duopolistic markets with horizontal product … differentiation and advertising externality between firms. We investigate the effects of regulating misinformation on market … competition, behaviour of firms, and social welfare. We show that the degree of advertising externality and the magnitude of …

This paper presents a generalised framework to understand mixed-strategy sales behaviour with informative advertising …

market outcomes of Internet media. A large body of work has focused on the advertising part of the industry, while some …

advertising levels, and the impact of entry and mergers. We show that novel forces come into play, which reflect the outlets …' incentives to control the composition of the customer base in addition to its size. We link consumer preferences and advertising …

into changes in product variety and advertising quantity. Specifically, it finds 0.2% listener welfare increase (+0.3% from …

competition "either or both." A central result is that platform ownership does not affect advertising levels, despite nontrivial … viewer fees. We show that the equilibrium advertising level is inefficiently high. We also demonstrate that entry of a … platform leads to an increase in the advertising level if viewers' preferences for the platforms are negatively correlated …