through advertising in order to create new (false) needs in consumers, and, as a consequence, consumer spending rises, and so …

perception of advertising. The research method employed in this study was a quantitative survey on a sample of 321 Polish women … sexism. The higher the level of sexism, the more negative the evaluation of pro-women advertising becomes. This is a … suggestion for advertisers that diversifying an advertising message can be an eff ective marketing strategy. …

Purpose of the article: To explore Genneration Z's and millennials' perceptions of masculinity in advertising and … advertising message centred around masculinity. This can help advertisers to understand what type of masculine character to focus … millennial men and women are evenly split on whether they like or dislike how masculinity is depicted in advertising. From people …

This paper analyses the competitive effects of informative advertising. The seminal work by Grossman and Shapiro (1984 …) show that informative advertising results in lower prices and that firms may benefit from advertising restrictions. A … result is that the procompetitive effect depends on the nature of competition and the relative price elasticities of the …

I model manufacturers competing through a retailer. I model two types of advertising that each firm can engage in …: advertising that increases product differentiation and advertising that increases (possibly perceived) value of the product. While … the two types of advertising result in qualitatively similar comparative statics without a retailer in the model, I show …

This paper studies how restricting data exchange between firms affects market competition in the app economy. The … findings suggest that restricting data exchange reduces large apps' competitive advantage. However, market competition may fall …

As paid search becomes the mainstream platform for online advertising today, competition further intensifies. The main … competition on their entry decisions and advertising profitability. In the counterfactual analysis, we investigate the profit … objective of this research is two-fold. On the one hand, we want to understand, in the context of paid-search advertising, the …