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Journal articles on the topic 'Advertising quality'

Author: Grafiati

Published: 28 May 2022

Last updated: 31 July 2025

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1

Tellis, Gerard J., and Claes Fornell. "The Relationship between Advertising and Product Quality over the Product Life Cycle: A Contingency Theory." Journal of Marketing Research 25, no. 1 (1988): 64–71. http://dx.doi.org/10.1177/002224378802500106.

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The relationship between advertising and product quality has been a controversial topic in the literature because of conflicting empirical evidence and divergent theories about advertising's effects. The authors present an integrative theory based on consumer response to advertising and the costs of producing quality products. The theory posits that the relationship between advertising and quality is stronger when (1) quality is produced at lower cost and (2) consumers are less responsive to advertising. Such a scenario is more likely during the latter stages of the product life cycle. An empi

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2

Gong, Linghui, Zhenghao Wang, Keyu Yao, and Zhengze Yuan. "Advertising in Companies." Advances in Economics, Management and Political Sciences 14, no. 1 (2023): 12–17. http://dx.doi.org/10.54254/2754-1169/14/20230771.

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Nowadays, thanks to the economic development, there are many commodities in the society appeared, so the competitions among different companies become more and more drastic. This essay illustrates the advertising in companies to let people know how they work. In order to make it more specific, we use case analysis and data analysis through the whole article. The result is companies really need to make efforts on making their advertisings more attractive and more profitable. In conclusion, governments also need to regulate the developments of advertisings to maximize the roles. This article has

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3

Kopalle, Praveen K., Robert J. Fisher, Bharat L. Sud, and Kersi D. Antia. "The Effects of Advertised Quality Emphasis and Objective Quality on Sales." Journal of Marketing 81, no. 2 (2017): 114–26. http://dx.doi.org/10.1509/jm.15.0353.

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Given that consumers value quality, and advertising content informs consumers’ beliefs about quality, it is not surprising that high-quality brands emphasize quality in their advertising content. What is less obvious is whether firms with lower-quality brands should also follow suit and emphasize quality in their advertising to signal a higher quality. We examine this issue and study the effectiveness of quality-based advertising messages. Our field study relates brands’ monthly sales to their advertised quality claims across 1,876 print ads in national magazines and Consumer Reports–based pro

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4

Paton, David. "Advertising, quality and sales." Applied Economics 34, no. 4 (2002): 431–38. http://dx.doi.org/10.1080/00036840110046025.

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5

Kim, Jae-Cheol. "ADVERTISING, QUALITY AND SIGNALING." Metroeconomica 40, no. 1 (1989): 43–56. http://dx.doi.org/10.1111/j.1467-999x.1989.tb00440.x.

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Arnold, Stephen J., Tae H. Oum, Bohumir Pazderka, and Douglas W. Snetsinger. "Advertising Quality in Sales Response Models." Journal of Marketing Research 24, no. 1 (1987): 106–13. http://dx.doi.org/10.1177/002224378702400110.

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Hedonic price theory is adapted to advertising. A quality-adjusted advertising spending function is embedded in a sales response model and the parameters of both equations are estimated in one step. The procedure provides an alternative to the judgmental aggregation of attributes of advertising quality into a single value. The results permit comparison of the sales effects of variations in advertising spending with the effects of variations in copy quality, and permit computation of an advertising figure that accounts for both copy quality and actual spending. A pilot study illustrates the pro

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7

Badriatin, Tine, Wursan, Kurniawan, and Ageng Asmara Sani. "Pengaruh Service Quality, Product Quality, dan Iklan Terhadap Nasabah BNI." ARBITRASE: Journal of Economics and Accounting 4, no. 2 (2023): 169–75. http://dx.doi.org/10.47065/arbitrase.v4i2.1208.

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Customer satisfaction is the ultimate goal of a service process carried out by both government and private agencies. This research originates from the existence of various problems in the field which indicate that customer satisfaction is still not optimal. This is indicated by the amount of funds collected when viewed from the debit balance, which has fluctuated. This shows that the level of satisfaction has also fluctuated. Factors that influence customer satisfaction, including service quality, product quality and advertising. The purpose of this study was to determine and describe the effe

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8

Choi, Yun－Yee. "Advertising and Financial Reporting Quality." Korean Business Education Review 35, no. 5 (2020): 481–500. http://dx.doi.org/10.23839/kabe.2020.35.5.481.

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9

Kalmykov, S. B., and F. I. Sharkov. "Social Advertising Quality: Assessment Criteria." MIR (Modernization. Innovation. Research) 8, no. 1(29) (2017): 60–71. http://dx.doi.org/10.18184/2079-4665.2017.8.1.60-71.

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10

Zigmond, Dan, Sundar Dorai-Raj, Yannet Interian, and Igor Naverniouk. "Measuring Advertising Quality on Television." Journal of Advertising Research 49, no. 4 (2009): 419–28. http://dx.doi.org/10.2501/s0021849909091090.

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11

Day, Ellen. "Conveying Service Quality Through Advertising." Journal of Services Marketing 6, no. 4 (1992): 53–61. http://dx.doi.org/10.1108/08876049210037159.

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12

Moraga-González, José Luis. "Quality uncertainty and informative advertising." International Journal of Industrial Organization 18, no. 4 (2000): 615–40. http://dx.doi.org/10.1016/s0167-7187(98)00034-4.

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13

Moorthy, Sridhar, and Scott A. Hawkins. "Advertising repetition and quality perception." Journal of Business Research 58, no. 3 (2005): 354–60. http://dx.doi.org/10.1016/s0148-2963(03)00108-5.

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14

McGann, Anthony F., and David Snook-Luther. "Color Quality in Print Advertising." Journalism Quarterly 70, no. 4 (1993): 934–38. http://dx.doi.org/10.1177/107769909307000417.

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This experimental study shows that use of color is important to the reader, but that quality of color is not critical. The authors suggest this finding may suggest to newspaper editors that use of color advertising could heighten their competition with magazines.

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15

Timerbulatova, Kamilla. "Advertising in a social network as a signal of quality." Moscow University Economics Bulletin, no. 2 (April 30, 2021): 118–39. http://dx.doi.org/10.38050/01300105202125.

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Advertising in a social network has a number of characteristics that distinguish it from other types of advertising, and which may be of key importance in answering the question about its ability to serve as a signal of quality. In the game-theoretic model presented in this paper, the monopolist sends an advertising signal to bloggers who act as “opinion leaders” in the social network. The latter, in turn, make decisions about posting advertising messages on their blogs, taking into account the impact that this action may have on their reputation. The paper investigates the question of when ad

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Feng, Juan, and Jinhong Xie. "Research Note—Performance-Based Advertising: Advertising as Signals of Product Quality." Information Systems Research 23, no. 3-part-2 (2012): 1030–41. http://dx.doi.org/10.1287/isre.1110.0380.

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17

Sedano, Elisabeth. "‘Sensor’ship and Spatial Data Quality." Urban Planning 1, no. 2 (2016): 75–87. http://dx.doi.org/10.17645/up.v1i2.608.

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This article describes a Los Angeles-based website that collects volunteered geographic information (VGI) on outdoor advertising using the Google Street View interface. The Billboard Map website was designed to help the city regulate signage. The Los Angeles landscape is thick with advertising, and the city efforts to count total of signs has been stymied by litigation and political pressure. Because outdoor advertising is designed to be seen, the community collectively knows how many and where signs exist. As such, outdoor advertising is a perfect subject for VGI. This paper analyzes the Los

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18

Deng, Li. "The Impact of Social Media Advertising on Consumers' Purchasing Decisions." SHS Web of Conferences 215 (2025): 01012. https://doi.org/10.1051/shsconf/202521501012.

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With the rapid development and popularity of social media, social media advertising has become an indispensable part of enterprise marketing strategy. This study aims to explore the impact of social media advertising on consumers' purchasing decisions. Through literature review, questionnaire survey and data analysis, this paper in-depth studies the characteristics of social media advertising, consumers' attitudes towards social media advertising and the mechanism of social media advertising's influence on consumer purchasing behavior. The results show that social media advertising can signifi

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19

Jiang, Zhao, Wu Dan, and Yue Lin-Jun. "Differential role of internet-based targeted persuasive advertising versus mass advertising on firms with unique qualities in an anchoring perspective." PLOS One 20, no. 7 (2025): e0325552. https://doi.org/10.1371/journal.pone.0325552.

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A firm’s primary objective is to enhance its products’ perceived quality through persuasive advertising techniques, thereby influencing consumer purchase decisions. This research paper delves into the effects of different forms of persuasive advertising, specifically mass and Internet-based targeted persuasive advertising, on enhancing perceived product qualities within a competitive duopoly. The analysis takes into consideration a vertical differentiation model. The findings of this study demonstrate that both firms, each producing products with distinctive qualities, can augment the perceive

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20

Bachmann, Philipp, Sévérine Hunziker, and Tanja Rüedy. "Selling their souls to the advertisers? How native advertising degrades the quality of prestige media outlets." Journal of Media Business Studies 16, no. 2 (2019): 95–109. https://doi.org/10.5281/zenodo.3907423.

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Native advertising – disguising sponsored content as journalistic material – is not a new phenomenon, but only recently has it reached news media outlets that stand for high-quality journalism. To investigate the potential impact of native advertising on perceived media quality, a 2 (source: low vs. high quality media outlet) × 3 (content: ad-free article vs. declared native advertising article vs. undeclared native advertising article) factorial between-subjects experiment was conducted. This experimental study found that news media outlets that stand for high-quality journa

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Dr., Hamza Aliyu Galadanchi, Muddaha Garba Dr., and Taofik A. Bello Dr. "Moderating Effect of Internet on Advertising and Performance of Small Business Enterprises in Nigeria." Journal of Economics, Finance And Management Studies 5, no. 05 (2022): 1484–92. https://doi.org/10.5281/zenodo.6597106.

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The extant literature showed that the relationship between advertising and the performance of small and medium enterprises (SMEs) is widely researched. However, there is a paucity of literature on the effect of different facets of advertising, as well as moderators on the performance of SMEs. Also, there is a paucity of research of this nature in the context of emerging economies like Nigeria. Therefore, the current research intends to fill this gap and investigate the relationship between four (4) different facets of advertising (traditional advertising, advertising cost, advertising quality,

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22

Koh, Winston T. H., and H. M. Leung. "Persuasive Advertising and Market Competition." American Economist 36, no. 2 (1992): 39–49. http://dx.doi.org/10.1177/056943459203600205.

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This paper studies a duopoly industry where the firms compete for market shares by choosing output prices and advertising outlays. Advertising is purported here to be persuasive rather than informative as it is described in most signaling models. Persuasive advertising tends to cancel each other out and this leads us to question the possibility of firms reducing advertising outlays collusively. Using output cost to stand proxy for output quality, it is found that a robust positive association exists between output cost (quality), output price and advertising activity. We should therefore expec

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23

Wang, Jianming, and Ayong Li. "The Impact of Green Advertising Information Quality Perception on Consumers’ Response: An Empirical Analysis." Sustainability 14, no. 20 (2022): 13248. http://dx.doi.org/10.3390/su142013248.

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Green advertising is one of the important tools for companies to carry out marketing activities, and it is especially important for green brand owners to improve the persuasive effect of green advertising. Existing studies focus on the effectiveness of green advertising from the level of message content and message expression, but there is little research to assess the advertising effectiveness of green advertising being “well said” from the perspective of message quality. This article constructs a theoretical framework based on the theory of communication persuasion to assess the effect of pe

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24

Arnold, Stephen J., Tae H. Oum, Bohumir Pazderka, and Douglas W. Snetsinger. "Advertising Quality in Sales Response Models." Journal of Marketing Research 24, no. 1 (1987): 106. http://dx.doi.org/10.2307/3151758.

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25

Woodside, Arch G., and Chris Dubelaar. "Increasing Quality in Measuring Advertising Effectiveness." Journal of Advertising Research 43, no. 1 (2003): 78–85. http://dx.doi.org/10.2501/jar-43-1-78-85.

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26

WRIGHT, DONALD J. "Television Advertising Regulation and Program Quality." Economic Record 70, no. 211 (1994): 361–67. http://dx.doi.org/10.1111/j.1475-4932.1994.tb01854.x.

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27

Esteban, Lola, José M. Hernández, and José Luis Moraga-González. "Customer Directed Advertising and Product Quality." Journal of Economics Management Strategy 15, no. 4 (2006): 943–68. http://dx.doi.org/10.1111/j.1530-9134.2006.00123.x.

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28

Fruchter, G. E. "Signaling Quality: Dynamic Price-Advertising Model." Journal of Optimization Theory and Applications 143, no. 3 (2009): 479–96. http://dx.doi.org/10.1007/s10957-009-9575-7.

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29

Hattori, Keisuke, and Keisaku Higashida. "Misleading advertising and minimum quality standards." Information Economics and Policy 28 (September 2014): 1–14. http://dx.doi.org/10.1016/j.infoecopol.2014.04.004.

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30

Zejnullahu Pllana, Donjeta, and Vjosa Fejza Ademi. "Investigating the impact of advertising spending on brand equity dimensions in Kosovo: A comprehensive market analysis." Journal of Eastern European and Central Asian Research (JEECAR) 11, no. 5 (2024): 838–49. http://dx.doi.org/10.15549/jeecar.v11i5.1419.

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This research paper examines the impact of advertising spending on three crucial aspects of brand equity—brand awareness, perceived quality, and consumer purchase intention—in Kosovo's unique market environment. The study aims to offer a detailed analysis of both the actual advertising expenditures and consumers' perceptions of these expenditures, exploring their influence on brand-related metrics. This approach not only fills a significant gap in the literature concerning advertising spending in Kosovo—a developing economy facing substantial economic challenges—but also provides practical ins

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31

Li, Xiuxian, Ling Li, Xinyu Wang, and Shuhua Zhang. "Implications of Advertising Lag on the Dynamic Optimal Decisions in an O2O Supply Chain." Discrete Dynamics in Nature and Society 2021 (March 2, 2021): 1–28. http://dx.doi.org/10.1155/2021/6681319.

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The advertising lag effect and the reference quality effect are intrinsic properties of the market that influence supply chain performance. In this paper, we use the differential game theory considering the above two effects under an O2O (online to offline) environment. We investigate how these two effects impact supply chain performance. By the extended maximum principle, the optimal analytical solutions of the decision variables in two different game scenarios are obtained, i.e., with and without advertising cooperation. We conclude that the optimal wholesale price (advertising effort level,

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32

Richards, Jef I., and Elizabeth Gigi Taylor. "Rankings of Advertising Programs by Advertising Educators." Journal of Advertising Education 1, no. 1 (1996): 13–21. http://dx.doi.org/10.1177/109804829600100104.

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Many advertising practitioners have criticized advertising education, but it is unclear on what those opinions are based. Educators should be educating the industry about their programs, but that effort should concentrate on the most exemplary programs in the nation. Unfortunately, unlike other disciplines, advertising programs never have been ranked. A survey is presented which asked the heads of 143 advertising programs to rank both undergraduate and graduate advertising programs. Additional questions look at what these professors believe contributes to a quality advertising program.

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33

Sujaya, Indra, Elfiswandi Elfiswandi, and Lusiana Lusiana. "Boosting Sales through WhatsApp Business and Service Quality: The Mediating Role of Customer Satisfaction at CV. Bhakti Jaya Indonusa (BJI Advertising)." Coopetition : Jurnal Ilmiah Manajemen 15, no. 3 (2024): 397–408. https://doi.org/10.32670/coopetition.v15i3.4726.

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This study aims to determine the Increase in Sales: Whatsapp Business and Service Quality with Customer Satisfaction as an Intervening Variable at CV. Bhakti Jaya Indonusa (BJI Advertising). The method used is multiple linear regression analysis and path analysis, with a sample of 100. The results of the study show a significant effect of whatsapp business on customer satisfaction at CV. Bhakti Jaya Indonusa (BJI Advertising). There is a significant effect of service quality on customer satisfaction at CV. Bhakti Jaya Indonusa (BJI Advertising). There is a significant effect of whatsapp busine

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34

Donets, Lesia, Olena Nikoliuk, and Rafaela Znachek. "Improvement of the advertising management system of enterprises in the conditions of globalization." Economic journal Odessa polytechnic university 4, no. 14 (2020): 65–69. http://dx.doi.org/10.15276/ej.04.2020.8.

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The article presents the prospects of forming a system of management of advertising activities of enterprises in the context of globalization. It is established that advertising activity of enterprises can be carried out in two following directions: 1) formation by the enterprise of independent organizational structures which are engaged only in advertising activity; 2) definition of advertising activity as a key direction of realization of marketing activity of each enterprise. In order to promote the effectiveness of the goals set for advertising, it is necessary to first ensure the quality

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Lesia, Ya. Donets, V. Nikoliuk Olena, and R. Znachek Rafaela. "Improvement of the advertising management system of enterprises in the conditions of globalization." Economic journal Odessa polytechnic university 4, no. 14 (2020): 65–69. https://doi.org/10.5281/zenodo.4475423.

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The article presents the prospects of forming a system of management of advertising activities of enterprises in the context of globalization. It is established that advertising activity of enterprises can be carried out in two following directions: 1) formation by the enterprise of independent organizational structures which are engaged only in advertising activity; 2) definition of advertising activity as a key direction of realization of marketing activity of each enterprise. In order to promote the effectiveness of the goals set for advertising, it is necessary to first ensure the quality

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36

Saputra, Jumadil, and Fahmi Sidiq. "The Influence of Ad Creativity, Message Quality, and Viewing Frequency on Consumer Purchase Intention: Case Study on Students of Universitas Perjuangan Tasikmalaya." International Journal of Linguistics, Communication, and Broadcasting 1, no. 4 (2023): 20–25. http://dx.doi.org/10.46336/ijlcb.v1i4.25.

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This research focuses on advertising effectiveness by considering three key variables, namely advertising creativity, message quality, and viewing frequency. The main objective of the study is to assess the influence of these advertising effectiveness variables, which include Advertising Creativity, Message Quality, and frequency views, on consumer purchase intention. In addition, this study also aims to identify which variables are dominant in influencing consumer purchase intentions. This study uses the Multiple Linear Regression analysis method with the help of SPSS software version 2

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37

Lin, Yuanfang, and Chakravarthi Narasimhan. "Persuasive Advertising in a Vertically Differentiated Competitive Marketplace." Review of Marketing Science 18, no. 1 (2020): 145–77. http://dx.doi.org/10.1515/roms-2019-0075.

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AbstractDespite the widely acknowledged existence in practice, the theoretical literature on persuasive advertising is generally vague about exactly how such advertising could affect consumer preferences, except for the general assumption that persuasive advertising affects consumer willingness to pay or simply “shifts demand.” This paper proposes a theoretical framework for characterizing different ways that persuasive advertising may affect consumer utility in a vertically differentiated marketplace. Firstly, persuasive advertising could simply raise consumers’ reservation price for the prod

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38

Lahmandi-Ayed, Rim, and Didier Laussel. "Random Informative Advertising with Vertically Differentiated Products." Games 15, no. 2 (2024): 10. http://dx.doi.org/10.3390/g15020010.

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We study a simple model in which two vertically differentiated firms compete in prices and mass advertising on an initially uninformed market. Consumers differ in their preference for quality. There is an upper bound on prices since consumers cannot spend more on the good than a fixed amount (say, their income). Depending on this income and on the ratio between the advertising cost and quality differential (relative advertising cost), either there is no equilibrium in pure strategies or there exists one of the following three types: (1) an interior equilibrium, where both firms have positive n

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Cherouk Amr, Yassin, and Rawas Ahmed El. "The Influence of Ducoffe’s Advertising Value Model on Health Care Service Quality Perception." International Journal of Management Technology 9, no. 2 (2022): 34–46. http://dx.doi.org/10.37745/ijmt.2013/vol9n23446.

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Hospital management works to enhance customer satisfaction by emphasising the level and quality of service provided to patients. This study looks into the effect of marketing methods on the quality of service provided in the healthcare industry. The application of the Ducoffe Advertising Model to evaluate hospital service quality expectations is intended to analyse advertising perception components that lead to satisfaction in three dimensions. A quantitative research technique was used to collect customer data. Advertising influences the perception of the service provided, and service quality

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40

Alauddin, Aishah Nadirah Mohamed, Rozita Abdul Latif, Aiman Haqim Yahya, and Ummi Kalthum Mohd Mokhtar. "Perception of Advertising on Sports Apparel Purchase among Young Malaysians." International Journal of Economics, Business and Management Research 06, no. 04 (2022): 10–22. http://dx.doi.org/10.51505/ijebmr.2022.6402.

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This study investigated the influence of advertising on sports apparel purchasing decisions of young Malaysians based on gender, usage pattern, and purchasing style. The study involved administering questionnaires to two hundred and forty-eight randomly selected students from the Faculty of Sports Science and Recreation (N=248). The results showed a significant difference based on the gender and quality element (p<0.05) of perception towards advertising. In addition, there was a significant difference in quality element (p<0.05) of perception towards advertising based on usage pattern. T

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Edwards, Daenya T., Bhavna Shroff, Steven J. Lindauer, Chad E. Fowler, and Eser Tufekci. "Media Advertising Effects on Consumer Perception of Orthodontic Treatment Quality." Angle Orthodontist 78, no. 5 (2008): 771–77. http://dx.doi.org/10.2319/083106-357.1.

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Abstract Objective: To determine the effect of media advertising on consumer perception of orthodontic treatment quality. Materials and Methods: A survey instrument was designed to evaluate factors influencing consumer selection of an orthodontist and consumer perception of different forms of media advertising (radio, television, newspaper, magazine, direct mail, and billboard) by orthodontic practices. The surveys were distributed by eight orthodontic offices in and around the Richmond, Virginia area. The survey return rate was 97%. Results: Respondents most often cited dentist and patient re

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42

Sili, Ni Luh Sili Antari, and I. Putu Eka Kurniadi. "Peran Citra Merek Memediasi Pengaruh Iklan dan Kualitas Produk terhadap Keputusan Pembelian PT. Adiska Sarana Medika." Bisma: Jurnal Manajemen 9, no. 1 (2023): 1–7. http://dx.doi.org/10.23887/bjm.v9i1.49379.

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Abstract This research aims to analyze the role of brand image in mediating the effect of advertising and product quality on purchasing decisions of PT. Adiska Sarana Medika. The population in this research were customers of PT. Adiska Sarana Medika. The sample of this research used 100 respondents using probability sampling technique. The analysis technique used is a variance-based or component-based approach with Partial Least Square (PLS) with the help of Warp PLS. The results of the analysis show that 1) Advertising has a positive and insignificant effect on purchasing decisions of PT. Adi

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43

Devkota, Niranjan, Aayush Bijukshe, Laxman Pokhrel, Udaya Raj Paudel, and Seeprata Parajuli. "Factors Influencing Attitude toward Online Advertising in Kathmandu Valley." PYC Nepal Journal of Management 14, no. 1 (2021): 17–30. http://dx.doi.org/10.3126/pycnjm.v14i1.41020.

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The paper investigates attitude towards online advertising in Kathmandu Valley. The paper adopted descriptive cross-sectional research design and non- probability sampling technique to collect data. Data were collected from 401 online shopping customers of Kathmandu Valley. PLS based structural equation model was applied to examine the hypotheses. First, the study examined the relationship between good for economy elements and attitude toward online advertising, result confirms that the good for economy elements have a significant influence on the attitude toward advertising in online platform

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Mareta, Lavenia Putri, and Tri Kurniawati. "Pengaruh Kualitas Produk dan Iklan Terhadap Minat Beli Ulang Shampo Rejoice." Jurnal Ecogen 3, no. 3 (2020): 400. http://dx.doi.org/10.24036/jmpe.v3i3.9916.

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This study aims to determine the effect of product quality and advertising on the repurchase interest of shampoo rejoice. This type of research is descriptive research. The study population was students of Padang State University who had used Sampo Rejoice with a purposive sampling technique. Data collection techniques used were questionnaires and documentation studies. The data analysis technique used is descriptive analysis and inductive analysis using multiple linear regression analysis. The results showed that: (1) There was a significant influence of product quality on repurchase intentio

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Modig, Erik, and Sara Rosengren. "Can advertising creativity affect product perceptions and retailer evaluations?" Journal of Product & Brand Management 23, no. 6 (2014): 452–61. http://dx.doi.org/10.1108/jpbm-06-2014-0651.

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Purpose – This paper aims to investigate the impact of advertising creativity on consumer perceptions of product quality, value, retailer brand attitude and purchase intention. Design/methodology/approach – Two experimental studies were conducted. Study 1 shows the impact of creativity (high/low) for two product categories (mineral water and chewing gum) and one known retailer. The findings are replicated and extended in Study 2 for four categories (mineral water, chewing gum, batteries and detergent) and two known retailers. Findings – The results show that advertising creativity positively s

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46

de Cornière, Alexandre. "Search Advertising." American Economic Journal: Microeconomics 8, no. 3 (2016): 156–88. http://dx.doi.org/10.1257/mic.20130138.

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Search engines enable advertisers to target consumers based on the query they have entered. In a framework in which consumers search sequentially after having entered a query, I show that such targeting reduces search costs, improves matches and intensifies price competition. However, a profit-maximizing monopolistic search engine imposes a distortion by charging too high an advertising fee, which may negate the benefits of targeting. The search engine also has incentives to provide a suboptimal quality of sponsored links. Competition among search engines can increase or decrease welfare, depe

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47

Askey, J. M., and A. Malcolm. "Quality management in the UK advertising industry." International Journal of Quality & Reliability Management 14, no. 2 (1997): 186–96. http://dx.doi.org/10.1108/02656719710165446.

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Blewitt, John. "Visual pollution: advertising, signage and environmental quality." Planning Perspectives 30, no. 1 (2014): 181–83. http://dx.doi.org/10.1080/02665433.2014.967496.

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Hite, Cynthia Fraser, Robert E. Hite, and Tamra Minor. "Quality uncertainty, brand reliance, and dissipative advertising." Journal of the Academy of Marketing Science 19, no. 2 (1991): 115–21. http://dx.doi.org/10.1007/bf02726003.

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Emons, Winand, and Claude Fluet. "Non-comparative versus comparative advertising of quality." International Journal of Industrial Organization 30, no. 4 (2012): 352–60. http://dx.doi.org/10.1016/j.ijindorg.2012.01.004.

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