Non†Comparative and Comparative Advertising in Oligopolistic Markets

Maria Alipranti, Evangelos Mitrokostas and Emmanuel Petrakis

Manchester School, 2018, vol. 86, issue 3, 308-332

Abstract: We study firms’ advertising strategies in an oligopolistic market in which both non†comparative and comparative advertising are present. We show that in equilibrium firms mix over the two types of advertising, with the intensity of comparative advertising exceeding that of non†comparative advertising; moreover, that the intensity of comparative increases relatively to non†comparative advertising as market competition intensifies. Interestingly, the use of comparative advertising may lead to higher consumers’ surplus and welfare in a mixed advertising market than in the absence of advertising or when either comparative or non†comparative advertising is not present.

Date: 2018
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
https://doi.org/10.1111/manc.12184

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bla:manchs:v:86:y:2018:i:3:p:308-332

Ordering information: This journal article can be ordered from
http://www.blackwell ... bs.asp?ref=1463-6786

Access Statistics for this article

Manchester School is currently edited by Keith Blackburn

More articles in Manchester School from University of Manchester Contact information at EDIRC.
Bibliographic data for series maintained by Wiley Content Delivery ().