We examine the decision to advertise a homogenous good. We show that the likelihood of inefficiently low advertising rests heavily on how one models the mechanism by which advertising affects demand. Regardless of this mechanism, however, there is always a lower bound of concentration below...

When advertising is a value-enhancing complement to consumption [Becker and Murphy (1993)], customization can permit firms to discriminate in advertising strategies, rather than in pricing. We investigate customized complementary advertising in a spatial model of horizontal differentiation. We...