Advertising often aims at creating and reinforcing brand differentiation, which should translate into reduced price … competition. Currently unknown are the boundary conditions for long-term advertising benefits, the route through which advertising … effects materialize, and the role of competitive advertising in the category. The authors develop a Hierarchical Dynamic …

what extent advertising demand depends on the shares of exclusive and overlapping readers. …-founded structural econometric model that encompasses demand for differentiated products and allows for multi-homing on both sides of the … readers to estimate readers' and advertisers' demand. The results show that an econometric model that does not allow for …

what extent advertising demand depends on the shares of exclusive and overlapping readers. …-founded structural econometric model that encompasses demand for differentiated products and allows for multi-homing on both sides of the … readers to estimate readers’ and advertisers’ demand. The results show that an econometric model that does not allow for …