Non-Comparative and Comparative Advertising in Oligopolistic Markets

Maria Alipranti, Evangelos Mitrokostas, Emmanuel Petrakis

Research output: Contribution to journalArticlepeer-review


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
Pages (from-to)308-332
Number of pages25
JournalManchester School
Issue number3
Early online date24 Dec 2017
Publication statusPublished - 6 Apr 2018


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