The three essays of this thesis consider a firm’s choice of advertising campaign when advertising may be conditioned on the preferences of individual consumers. In essay one, I show that a monopolist will use such advertising to turn sub-marginal consumers, who are not quite willing to pay for the good, into marginal consumers who are indifferent to paying for the good or going without it. The second essay considers the use of targeted advertising in duopoly, when one of the firms does not have access to advertising. I find that advertising will target those consumers most likely to switch to the non-advertising firm. Each firm sets a price just high enough to capture the consumers on either side of the advertising 'barrier’. The third essay looks at targeted advertising in the context of Canadian public health. When the goals of government and industry are aligned, advertising by the firm may be an alternative superior to government advertising in the form of a public health education campaign.

The three essays of this thesis consider a firm’s choice of advertising campaign when advertising may be conditioned on the preferences of individual consumers. In essay one, I show that a monopolist will use such advertising to turn sub-marginal consumers, who are not quite willing to pay for the good, into marginal consumers who are indifferent to paying for the good or going without it. The second essay considers the use of targeted advertising in duopoly, when one of the firms does not have access to advertising. I find that advertising will target those consumers most likely to switch to the non-advertising firm. Each firm sets a price just high enough to capture the consumers on either side of the advertising 'barrier’. The third essay looks at targeted advertising in the context of Canadian public health. When the goals of government and industry are aligned, advertising by the firm may be an alternative superior to government advertising in the form of a public health education campaign.

The three essays of this thesis consider a firm’s choice of advertising campaign when advertising may be conditioned on the preferences of individual consumers. In essay one, I show that a monopolist will use such advertising to turn sub-marginal consumers, who are not quite willing to pay for the good, into marginal consumers who are indifferent to paying for the good or going without it. The second essay considers the use of targeted advertising in duopoly, when one of the firms does not have access to advertising. I find that advertising will target those consumers most likely to switch to the non-advertising firm. Each firm sets a price just high enough to capture the consumers on either side of the advertising 'barrier’. The third essay looks at targeted advertising in the context of Canadian public health. When the goals of government and industry are aligned, advertising by the firm may be an alternative superior to government advertising in the form of a public health education campaign. / Arts, Faculty of / Vancouver School of Economics / Graduate

Background: Although rare relative to adult cancers, cancer is still the leading cause of disease-related death in children in developed countries, including Canada. Few studies have specifically examined the epidemiology and public health significance of diagnosis and treatment delays in childhood cancer. This study aimed to investigate the nature of delays in care for children and adolescents with cancer in Canada and to assess the potential impact of such delays on clinical outcomes. / Study Design: I conducted a prospective cohort study to investigate the delays of cancer symptoms reporting, diagnosis, and treatment in children between 0-19 years of age in Canada. This study used a database from Health Canada's Treatment and Outcomes component of the Canadian Childhood Cancer Surveillance and Control Program. / Methodology: Patients were identified from 17 paediatric cancer centres across Canada. Subjects included in this study were residents of Canada, aged less than 20 years, diagnosed with a malignant tumour and had information on date of first symptoms, diagnosis, treatment and outcome available. Descriptive statistics and regression techniques (linear, logistic and Cox regression) were used as appropriate. I measured the individual impact of patient and provider delays on disease severity and prognosis by using judicious control for potential confounding mechanisms and mediating factors. / Study Findings and Significance: By measuring various types of delays in Canada, I found that varying lengths of patient and referral delay, across age groups, types of cancers, and Canadian settings, are the main contributors to diagnosis, HCS and overall delay. Factors relating to the patients, the parents, healthcare and the cancer may all exert different influences on different segments of cancer care. I also found a negative association between diagnosis delay and disease severity for lymphoma and CNS tumour patients. Furthermore, I found that diagnosis and physician delay had a negative effect, while patient delay had a positive effect, on survival for patients diagnosed with CNS tumours. The information provided from this study may form the basis for new effective policies aimed at eliminating obstacles in cancer the diagnostic and care trajectories for Canadian children with cancer and for improving their prognosis.

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