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The Advertising Mix for a Search Good

  • Renault, Régis
  • Anderson, Simon P.

We extend the persuasion game to bring it squarely into the economics of advertising. We model advertising as exciting consumer interest into learning more about the product, and determine a firm's equilibrium choice of advertising content over quality information, price information, and horizontal match information. Equilibrium is unique whenever advertising is necessary. The outcome is a separating equilibrium with quality unravelling. Lower-quality firms need to provide more information. For a given quality level, as a function of consumer visit costs, first quality information is disclosed, then price information and then horizontal product information are added to the advertising mix. Some suggestive evidence is provided from airline ads in newspapers.

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File URL: http://basepub.dauphine.fr/xmlui/bitstream/123456789/12407/1/SearchGoodAdMix.pdf
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Paper provided by Paris Dauphine University in its series Economics Papers from University Paris Dauphine with number 123456789/12407.

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Date of creation: Jan 2013
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Publication status: Published in Management Science, 2013, Vol. 59, no. 1. pp. 69-83.Length: 14 pages
Handle: RePEc:dau:papers:123456789/12407
Contact details of provider: Web page: http://www.dauphine.fr/en/welcome.html

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