Chapter 28 The Economic Analysis of Advertising

By K. Bagwell. 2007

245 citations recorded by the source corpus.

Subfields: Management Science and Operations Research, Marketing, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/902d6a091f5a2e2d2b445be8c9cf77b4120a217c

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Management Science and Operations Research

1. Ulrich Heimeshoff
2. Ralf Dewenter
3. Justus Haucap
4. Torben Stühmeier

In Marketing

1. Ulrich Heimeshoff
2. Justus Haucap
3. Ralf Dewenter
4. Torben Stühmeier
5. Hanna Hottenrott
6. Hans-Theo Normann
7. Germain Gaudin
8. Joel Stiebale

In Strategy and Management

1. Ulrich Heimeshoff
2. Justus Haucap
3. Ralf Dewenter
4. Torben Stühmeier
5. Hanna Hottenrott
6. Jens Suedekum
7. Tobias Wenzel
8. Hans-Theo Normann

Citations in the corpus

• The Product Market Effects of Hedge Fund Activism (2016, unknown): “We build on the large literature on advertising expenditures (see Bagwell, 2007).”
• Competition and antitrust in internet markets (2016, background): “However, advertising space is often restricted since too much advertising is often perceived as a nuisance by users (see, e.g., Becker and Murphy, 1993; Bagwell, 2007) and, therefore, decreasing the platform’s value in the recipients’ eyes.”
• Google, Facebook, Amazon, eBay: Is the Internet driving competition or market monopolization? (2014, background): “However, advertising space is often restricted since too much advertising is often perceived as a nuisance by users (see, e.g., Becker and Murphy 1993; Bagwell 2007) and, therefore, decreasing the platform’s value in the recipients’ eyes.”
• Consumer Heterogeneity and Paid Search Effectiveness: A Large Scale Field Experiment (2014, unknown): “9A recent survey by Bagwell (2007) gives an excellent review of the economics literature on advertising as it evolved over more than a century.”
• Media Bias and Advertising: Evidence from a German Car Magazine (2014, background): “It is well known, that recipients and advertising markets are not independent from each other (see BAGWELL, 2007).”
• Disclosing Multiple Product Attributes (2011, unknown): “See Bagwell (2007) for a comprehensive review of the advertising literature.”
• Consideration Sets and Competitive Marketing (2006, unknown): “Advertising intensity Most models of advertising in the literature represent this activity by a scalar interpreted as “advertising intensity” (see Bagwell, 2007).”
• Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook (2018, unknown): “Our strategy for coding content is motivated by the psychology, marketing and economic literatures on advertising (see Cialdini (2001); Chandy et al. (2001); Bagwell (2007); Vakratsas and Ambler (1999) for some representative overviews).”