quality; in the second one, they send costly signals thereof. Under non-comparative advertising a firm advertises its own … quality, under comparative advertising a firm advertises the quality differential. In either scenario, under comparative … advertising the firms never advertise together which they may do under non-comparative advertising. Moreover, under comparative …

quality; in the second one, they send costly signals thereof. Under non-comparative advertising a firm advertises its own … quality, under comparative advertising a firm advertises the quality differential. In either scenario, under comparative … advertising the firms never advertise together which they may do under non-comparative advertising. Moreover, under comparative …

Newspapers' advertising revenues have declined sharply in recent decades. We build a model to investigate the … that a reduction in advertising revenues lowers newspapers' incentives to produce journalistic-intensive content, which … perform a difference-in-differences analysis using a “quasi-natural experiment”: the introduction of advertising on television …

in regulating commercial advertising and marketing. Several new regulatory initiatives are being proposed, or are already … restrictions on advertising and marketing would diminish consumer welfare. Moreover, it underscores and endorses the Supreme Court …

We extend the theory of advertising as a quality signal, using a model where an entrant can choose to advertise by … comparing its product to that of an established incumbent. Comparative advertising, comparing quality of one’s own product to … misleading. We show that comparative advertising can be a signal in instances where generic advertising is not viable. …

television was a negative shock for newspapers, particularly evening newspapers, in both the readership and advertising markets …

Moorthy (Moorthy S. (2012) Can brand extension signal product quality? Marketing Sci. 31(5):756-770) …