The paper formalizes the intuition that brands are consumed for image reasons and that advertising creates a brand …'s image. The key idea is that advertising informs the public of brand names and creates the possibility of conspicuous … consumption by rendering brands a signalling device. In a price competition framework, we show that advertising increases …

This paper empirically investigates the advertising competition in the French broadcast television industry within a …, and quantities of advertising of twenty-one TV channels from March 2008 to December 2013. We specify a structural model of … French TV advertising market is of the Cournot type. Further, we provide empirical evidence that the price-cost margin is not …

recent evidence on increased ad-blocking, which has become a key concern to the entire advertising industry. Our main …

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 …

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 …

for advertising but also allows it to more efficiently allocate scarce advertising space. In a baseline case, we … outlets: advertising space is limited or costly; there is heterogeneity across local media markets; or advertisers are … capacity-constrained (creating competition between outlets on the advertising-side of the industry). Even in these cases …

This paper empirically investigates the advertising competition in the French broadcast television industry within a …, and quantities of advertising of twenty-one TV channels from March 2008 to December 2013. We specify a structural model of … French TV advertising market is of the Cournot type. Further, we provide empirical evidence that the price-cost margin is not …

I present a model to describe the effects of persuasive advertising targeted at consumers with expectation …-based reference-dependent preferences. Persuasive advertising is competitive and increases the salience of advertised products while … deflated. I show that under moderate levels of loss aversion and product differentiation persuasive advertising has strictly …

We present a Hotelling model of price and advertising competition between prescription drugs that differ in quality …. We show that advertising intensities are strategic substitutes, with the better quality drugs being the ones that are … loyalty is endogenously determined by promotional effort. The model's main results on advertising and pricing strategies are …