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Competitive effects of informative advertising in distribution channels

Author

Listed:
  • Jianqiang Zhang

    ()

  • Weijun Zhong

    ()

  • Shue Mei

    ()

Abstract

Informative advertising and persuasive advertising play quite different roles in the efficiency of distribution channels. A recent study observes that a direct channel structure outperforms an indirect one in the presence of advertising competition between manufacturers, assuming that advertising is persuasive. On the contrary, taking the informative view of advertising, this paper demonstrates an opposite result: Disintegration does make competing manufacturers better off for highly substitutable goods. We further discuss the optimum control of informative advertising under the indirect channel scenario, showing that retailers are more effective than manufacturers as advertisers. Copyright Springer Science+Business Media, LLC 2012

Suggested Citation

  • Jianqiang Zhang & Weijun Zhong & Shue Mei, 2012. "Competitive effects of informative advertising in distribution channels," Marketing Letters, Springer, vol. 23(3), pages 561-584, September.
  • Handle: RePEc:kap:mktlet:v:23:y:2012:i:3:p:561-584
    DOI: 10.1007/s11002-011-9161-2
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    References listed on IDEAS

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    Cited by:

    1. Bian, Junsong & Guo, Xiaolei & Li, Kevin W., 2015. "Distribution channel strategies in a mixed market," International Journal of Production Economics, Elsevier, vol. 162(C), pages 13-24.
    2. Zhang, Jianqiang & Liang, Qi & Huang, Jian, 2016. "Forward advertising: A competitive analysis of new product preannouncement," Information Economics and Policy, Elsevier, vol. 37(C), pages 3-12.
    3. repec:kap:jeczfn:v:121:y:2017:i:3:d:10.1007_s00712-017-0533-9 is not listed on IDEAS

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