Vertical Cooperative Advertising with Substitute Brands

Computer-Mediated Advertising: Consumers and Brands

This paper addresses computer-mediated advertising (CMA) as a source of brand image. It is proposed that CMA contributes to brand image by facilitating unique consumer-brand relationships. The 'quality' of these relationships largely depend on how advertisers leverage interactivity and computer intelligence during interaction. An analogy is drawn between CMA and service encounters and a framewo...

Cooperative Search Advertising

Channel coordination in search advertising is an important but complicated managerial decision for both manufacturers and retailers. A manufacturer can sponsor retailers to advertise his products while at the same time compete with them in position auctions. We model a manufacturer and retailers’ cooperation and intra-brand competition in advertising, as well as inter-brand competition with oth...

Taking Care of Brands Through Vertical Integration

Stochastic cooperative advertising in a manufacturer–retailer decentralized supply channel

This work considers cooperative advertising in a manufacturer–retailer supply chain. While the manufacturer is the Stackelberg leader, the retailer is the follower. Using Sethi model it models the dynamic effect of the manufacturer and retailer’s advertising efforts on sale. It uses optimal control technique and stochastic differential game theory to obtain the players’ advertising strategies a...

Solving a Two-Period Cooperative Advertising Problem Using Dynamic Programming

Cooperative advertising is a cost-sharing mechanism in which a part of retailers' advertising investments are financed by the manufacturers. In recent years, investment among advertising options has become a difficult marketing issue. In this paper, the cooperative advertising problem with advertising options is investigated in a two-period horizon in which the market share in the second period...