This paper argues, in the context of targeted advertising, that receivers' rational inattention and ability to … has an opportunity to launch an advertising campaign and chooses a targeting strategy -- which consumers to send its …

The last decades have seen large improvements in digital advertising technology that allowed firms to better target … specific consumer tastes. This research studies the relationship among digital advertising, the rise of varieties, and economic … welfare. We develop a model of advertising and varieties where firms choose the intensity of digital ads directed at specific …

There is widespread evidence that some firms use false advertising to overstate the value of their products. Using a … advertising actively influences rational buyers. We analyze the effects of policy under different welfare objectives and establish … a set of demand and parameter conditions where policy optimally permits a positive level of false advertising. Further …

There is widespread evidence that some firms use false advertising to overstate the value of their products. We … advertising actively influences rational buyers, and analyze the effects of policy under different welfare objectives. We … establish precise conditions where policy optimally permits a positive level of false advertising, and show how these conditions …

, ensconces incumbents, and thwarts competition. One way to describe this situation is as one of bounded information and … protect incumbent brand holders rather than enhancing consumer welfare. Furthermore, I argue that insights from information …

For well over a century, U.S. trademark law has afforded brand owners certain rights, remedies and obligations. As the … 2016, following a decade of trademark litigation in connection with its competitors’ Internet search advertising practices … advertising, explores the trademark litigation of 1-800, details the FTC’s recent enforcement action against the e-retailer, and …

available A/B testing dataset from advertising, and real datasets collected from the Brand Lift Testing platform at LinkedIn …Brand Lift test is a widely deployed statistical tool for measuring the effectiveness of online advertisements on brand … perception such as ad recall, brand familiarity and favorability. By formulating the problem of interest into a two-sample test …

Consumers' attitudes are determined by many factors, one of which is a product brand. The objective of the paper is to … present young consumers' attitudes towards mobile phone brands. The ABC model of attitudes is the theoretical framework for … research showed that it is just the name of the brand that can affect consumers' attitudes. It is a derivative of associations …