This chapter focuses on the economic mechanisms at work in recent models of advertising finance in media markets …, and to clarify the conceptual aspects. The chapter first develops a canonical model of two-sided markets for advertising … advertising markets, and concrete issues such as congestion and second-degree discrimination. The second part is devoted to recent …

Despite the empirical relevance of advertising strategies in concentrated markets, the economics literature is largely … silent on the effect of persuasive advertising strategies on pricing and market structure and increasing (or decreasing …) dominance. We propose a simple model of persuasive advertising and pricing with differentiated goods and analyze the …

I consider an oligopoly model where, prior to price competition, firms invest in persuasive advertising and induce … advertising is introduced to homogeneous product markets, provides an alternative explanation for price dispersion phenomena …. Despite ex ante symmetry, the equilibrium profile of advertising outlays is asymmetric. It follows that endogenously …

, accounting for multi-homing helps to recognize complementarity between products; on the advertising side, it allows to measure to … what extent advertising demand depends on the shares of exclusive and overlapping readers. …

, accounting for multi-homing helps to recognize complementarity between products; on the advertising side, it allows to measure to … what extent advertising demand depends on the shares of exclusive and overlapping readers. …

I construct a model in which an oligopoly first invests in persuasive advertising in order to induce brand loyalty to …, at equilibrium, there is one firm which chooses a lower advertising level, while the remaining ones choose the same … higher advertising. For the endogenous profile of advertising expenditure, there are a family of pricing equilibria with at …

competition "either or both." A central result is that platform ownership does not affect advertising levels, despite nontrivial … viewer fees. We show that the equilibrium advertising level is inefficiently high. We also demonstrate that entry of a … platform leads to an increase in the advertising level if viewers' preferences for the platforms are negatively correlated …

, magazines, newspapers, the Internet, and television (the illustrative example henceforth). Most advertising expenditures are … incurred for these media. They are also mainly supported by advertising revenue. Early work stressed possible market failures … sides are coordinated by broadcasters (or “platforms”) that choose ad levels and program types, and advertising finances the …

of consolidation on advertising prices and quantities). The remaining parts survey the literature on whether there are … too many radio stations; the strategies that stations use to boost the effectiveness of advertising; the effects of non …