Non-comparative and comparative advertising in oligopolistic markets

Maria Alipranti, Evangelos Mitrokostas, Emmanuel Petrakis

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    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.
    Original languageEnglish
    JournalThe Manchester School
    Early online date24 Jan 2017
    Publication statusEarly online - 24 Jan 2017


    • Comparative Advertising
    • Non-comparative advertising
    • Oligopoly
    • Product Differentiation


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