This paper shows how a firm can use non-targeted advertising to exploit consumers' desire for social status. A … monopolist sells multiple varieties of a good to consumers who each care about what others believe about his wealth. Advertising …

This paper shows how a firm can use non-targeted advertising to exploit consumers' desire for social status. A … monopolist sells multiple varieties of a good to consumers who each care about what others believe about his wealth. Advertising …

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 …

consumption by rendering brands a signalling device. In a price-competition framework, we show that advertising increases …This 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 …

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 …

Advertising and price have been shown to signal product quality. Most works limit the number of types to high and low …

Advertising is commonly regarded as a strategic tool to increase demand and steal business from competitors. The … present work studies the competitive effects of advertising in a two-period game with incomplete information about the … the post-entry game is independent of the pre-entry advertising decision. Assuming that pre-entry advertising by an …

-comparative advertising a firm signals its own quality, under comparative advertising a firm signals the quality differential. In both … firms advertise. Under comparative advertising the firms never advertise together which they may do under non …-comparative advertising. …