ResumenEn este trabajo se busca identificar la dependencia que existe entre la publicidad que tiene que hacer una empresa y sus ventas. Sabiendo esta medida de cantidad demandada depende tanto de su precio como en sus gastos publicitarios. Muchas de las empresas pueden crear barreras a la...

The relationship between market structure and advertising has been extensively studied, but has generated sharply opposing theoretical predictions, as well as inconclusive empirical findings, likely due to severe endogeneity concerns. We exploit the 2008 merger of Miller and Coors in the U.S....

In the last 20 years the marketing literature has seen a sharp increase in the number of papers reporting findings from field experiments. This can be partly explained by the ease of conducting field experiments in Internet settings. However, we have also seen an increase in field experiments in...

This paper considers how a publisher should set reserve prices for real-time bidding (RTB) auctions when selling display advertising impressions through ad exchanges, a $115 billion market and growing. Conducting a series of field experiments to induce exogenous variation in reserve prices at a...

This paper analyzes dynamic advertising and pricing policies in a durable-good duopoly. The proposed infinite-horizon model, while general enough to capture dynamic price and advertising interactions in a competitive setting, also permits closed-form solutions. We use differential game theory to...

We study price discrimination by a monopoly two-sided platform who mediates interactions between two different groups of agents. We adapt a canonical model of second degree price discrimination a la Mussa and Rosen (1978) to a two-sided platform by focusing on non-responsiveness, a clash between...

We model a homogeneous product environment where identical e-retailers endogenously engage in both brand advertising (to create loyal customers)and price advertising (to attract shoppers). Our analysis allows for cross-channel effects; indeed, we show that price advertising is a substitute for...

We examine the effect of direct mail (commonly referred to as junk mail) advertising on individual financial decisions by studying consumer choice of home equity debt contracts. Consistent with the theoretical predictions, we find that financial variables underlying the relative pricing of debt...

Product advertising captures the attention not only of consumers but also of investors. Constructing a measure of local investment interest in stocks from Google searches and using the Super Bowl as an experiment, we study the effects of advertising expenses on investor attention. We find that...

This paper is mainly focused on analyzing the impact of four advertising appeals, namely love appeal, humor appeal, happiness appeal and excitement appeal on purchase intention for women fashion products in Malaysia. Primary data were collected from 303 respondents using self-administered online...