Due to the important role of advertising in marketing practice, its effects have been the research focus since 1920. Among relevant research fields, the issue that has been paid close attention in the economic field is its impact on consumer welfare. Issues focused in the marketing field are its impacts on consumer perception, feelings, attitudes, behaviors, and competitive interaction among firms. However, in these two fields the integrated channel is the focused scenario where the advertising works in vast majority of literatures. Only very few of them investigate effects of advertising in other channel structure context. However, in practice indirect channels are very common. There may be interactions between advertising and channel structure due to the existence of the independent retailer and the specific degree of competition. Since advertising is an important strategic instrument, it deserves to pay more efforts to relate the advertising and channel structure. This dissertation use game-theoretical approach to target three issues relating the advertising and channel structure. The first issue focuses on discussing the differential of choices between informative and persuasive advertising across three channel structure contexts for two competing manufacturers. This dissertation argues that the use of advertising strategy crucially depends on the channel structure. Specifically, it shows that when manufacturers delegate the sales responsibility to dedicated retailers, informative advertising may yield a higher profit for the manufacturers due to its pro-competitive nature. On the contrary, persuasive advertising should be used more extensively when either the manufacturers sell directly to the end consumers or sell through a common retailer. This therefore provides a theoretical foundation for why both advertising strategies can emerge as optimal responses from the manufacturers' viewpoints and subsequently provides handy guidelines for when these advertising strategies should be used in various scenarios. The second issue is about the choice between direct and indirect channels. The introduction of independent retailers has long been recognized as a buffer that alleviates the price competition between channels. If the sales responsibility is delegated to the retailers, the retail prices are driven upwards, thereby allowing the manufacturers to avoid the head-to-head competition. In this dissertation, we argue that this effect may be counter-balanced if the manufacturers are privileged with sufficiently large loyal segments. It shows that, selling directly to the consumers (through the direct channel) may be more beneficial for the manufacturers than delegation with the presence of competition, because the low prices due to the intense competition may help the manufacturers to extract more revenue from loyal consumers. Furthermore, if the manufacturers compete along dimensions that differ from prices, they may be further in favor of the direct channel and less concerned about price competition. In particular, this dissertation shows that if the manufacturers also compete on their advertising strategies, delegating to the retailers may force them to invest on the wasteful advertising, which could be prevented had the manufacturers sold the products themselves. The third issue discusses the combativeness of the persuasive advertising in the common retailer channel. The existing marketing literature suggests that persuasive advertising elicits counteractions from competing manufacturers and consequently leads to wasteful cancellation of the advertising effects. However, recent empirical studies document a surprisingly negative result against this conventional wisdom. To provide a theoretical ground for this empirical puzzle, we propose a novel way to model the advertising effect on the consumers' preference that incorporates two critical driving forces: on one hand, advertising shifts the consumers' preferences towards the advertised product (the "absolute effect"); on the other hand, it also makes the rival product a less desirable substitute from the consumers' viewpoints (the "relative effect"). Through our alternative interpretation of persuasive advertising, we show that channel conflict can be alleviated if a manufacturer adopts persuasive advertising that wisely "targets" appropriate consumers. In stark contrast with the established work, this advertising strategy may give rise to profit increases for every channel member, including the rival manufacturer and the retailer that were previously believed to always counteract/ resist to such persuasive advertising. We further identify the detailed operating regimes within which such a manufacturer-initiated persuasive advertising strategy is no more harmful for other channel members.

Cette recherche a pour objet l’étude de l’effet du niveau de congruence entre la couleur de fond d’une annonce presse et la catégorie de produits présente dans l’annonce sur la mémorisation, les émotions et les attitudes des consommateurs exposés à l’annonce. Afin de vérifier nos hypothèses, nous avons développé un protocole expérimental. Dans un premier temps, nous avons conçu à l’aide de pré-tests quatre conditions de congruence et quatre conditions d’incongruence entre la couleur de fond d’annonces presses (bleu ou rouge) et la catégorie de produits présente dans les annonces (quatre catégories de produit). Dans une deuxième étape, nous avons présenté nos annonces cibles dans un magazine fictif à 238 étudiants. Nos résultats montrent que la couleur en tant que telle n’a pas d’effet sur la mémorisation de la catégorie de produits et sur la mémorisation de la marque (rappel et reconnaissance), sur les émotions (plaisir et activation) ni sur l’attitude envers l’annonce. Par contre, nos résultats montrent que le niveau de congruence entre la couleur de fond de l’annonce et la catégorie de produits présente dans l’annonce influence négativement la mémorisation de la catégorie de produits (rappel et reconnaissance), la mémorisation de la marque (rappel), mais qu’elle influence positivement les émotions (plaisir et activation) et l’attitude envers l’annonce. Ces résultats sont modérés par certaines variables telles que l’implication envers la catégorie de produits, l’attitude envers la publicité en général et l’attitude envers la couleur. Ce travail vient souligner l’importance de la prise en compte du niveau de congruence entre la couleur et le reste des éléments d’exécution en persuasion publicitaire. / This research investigates the effect of the level of congruence between the background color of a press advertising and the product category present in the advertising on memorization, emotions and attitudes of the consumers displayed to the advertising. To prove our hypotheses, we developed an experimental protocol. In a first stage, we conceived with the aid of pre-tests four conditions of congruence and four conditions of incongruence between the background color of the press advertising (blue or red) and the product category presented in the advertising (four product categories). In a second stage, using a folder test, we presented our target advertisings to 238 students. Our results show that the color as such does not have effect on memorization of the product category, on memory of brand (recall and recognition), on emotions (pleasure and arousal) and on attitude toward advertisement. On the contrary, our results show that the level of congruence between the background color of advertisement and the present product category in the advertisement influences negatively the memorization of the product category (recall and recognition), the memorization of the brand (recall), but that it influences emotions positively (pleasure and arousal) and the attitude toward advertisement. These results are moderated by some variables: involvement toward product category, the attitude toward advertising in general and attitude toward color. This study comes to underline the importance of the recognition of the level of congruence between the color and the rest of the execution elements.

Nous nous proposons, dans le cadre de cette thèse d'examiner des modèles économiques dans lesquels les firmes ont recours à différentes approches de publicité. Nous analysons les effets des investissements et des tarifs publicitaires sur les stratégies des annonceurs et des médias et nous étudions les différentes configurations de marché qui émergent à l'équilibre. Nous nous focalisons dans les Chapitres 2, 3 et 4 sur la publicité informative ciblée. Dans les chapitres suivants nous considérons que la publicité est persuasive et qu'elle peut créer des externalités aussi bien positives que négatives.Ces externalités peuvent être exogènes comme c'est le cas dans le Chapitre 5 ou endogènes (Chapitre 6).Plus précisément, nous examinons, dans le Chapitre 2, dans le cadre d'une différenciation horizontale, la concurrence en prix et en publicité informative ciblée. Dans le Chapitre 3, nous caractérisons l'équilibre d'un média qui a le choix entre éditer un seul journal général publié dans deux localisations géographiques ou bien éditer un journal local dans chaque localisation, donnant ainsi la possibilité aux annonceurs d'acheter des espaces publicitaires séparés dans chaque édition ou un package publicitaire pour les deux éditions. Nous posons dans le Chapitre 4 le problème du signal de la qualité d'une firme qui lance un nouveau produit, dont la qualité n'est pas connue par les consommateurs potentiels. La firme signale sa qualité à travers une publicité informative ciblée en choisissant la taille du marché niche. L'objectif du Chapitre 5 est de mettre en évidence les interactions directes qui existent entre le marché des médias et le marché des producteurs en considérant que le marché est caractérisé par des externalités de publicité aussi bien positives que négatives. Dans le dernier chapitre, nous étudions les incitations de deux firmes, différenciées par la qualité, à investir dans deux types de publicité : une publicité comparative et une publicité non-comparative. / In this thesis, we develop economic models in which firms invest in different types of advertising. We analyze the effects of the advertising investments and prices on the advertisers and media strategies. In addition, we study the various market configurations emerging at equilibrium. On this basis, we focus, in Chapters 2, 3 and 4, on the targeted informative advertising. In the following chapters, we consider persuasive advertising that create negative and positive externalities. These externalities may be exogenous (Chapter 5) or endogenous (Chapter 6).More precisely, we investigate in Chapter 2, through a horizontal differentiation framework, the price competition and targeted advertising investments when firms are able to perfectly target each type of consumer. In Chapter 3, we model a situation in which a printed media has the choice between editing a single national newspaper published in two cities, or editing two local newspapers allowing thus advertisers to buy separated or bundled ads. In Chapter 4, we investigate the best signalling strategy of a monopoly when introducing a new product with unobservable quality. The firm signals its quality to the potential consumers through informative targeted advertising i.e. by choosing the size of the reached consumer's market. The aim of chapter 5 is to highlight the strategic interaction between media and product markets when the market exhibits positive and negative advertising externalities. The last Chapter is interested in the optimal persuasive advertising and pricing decisions of two vertically differentiated firms given that each firm has the choice to advertise in comparative and/or non-comparative advertising.

This paper aims at unveiling the true nature of the Czech hunting Act by modeling the competition for property rights characteristics among gamekeepers, the subsidized group, and other users of land based resources, the taxed group. We show that the subsidized gamekeepers' group seeking to decrease public opposition tries to obfuscate the true goal of its profit-oriented efforts by supporting relatively less revealing technically imperfect institutions. It does so by advertising artificially created qualities such as tradition and public interest. What hunters try to achieve technically is to shift the reference points of desire of the other users of land-based resources in order to disable them from perceiving total policy costs. As a result taxpayers' intrinsic advantage is undermined, and contrary to the efficient redistribution hypothesis a Pareto-inferior outcome is reached. Moreover taking full account of all costs of rent-seeking, including incomplete externality internalization, institutional rigidity and created moral hazard, total social costs, connected with the outcome of competition for property rights, are not minimized. Regarding empirical testing of the theoretical propositions, analyzing hunting statistics we prove that whereas the acknowledged public goals are not met, the technically imperfect Act 449/2001 Coll. creates moral hazard in favor of gamekeepers' private interests.

This thesis examines the persuasiveness of anti-smoking television advertisements aimed at teens and produced by Philip Morris's Youth Smoking Prevention Program and the American Legacy Foundation's truth campaign. The advertisements are analyzed rhetorically using Kenneth Burke's dramatistic approach, supplemented by theory related to persuasive advertising, characteristics of at-risk adolescents, persuasive attack, and persuasive defense (apologia). The analysis indicates that strong central themes present in both the Philip Morris and truth campaigns act as a means of rhetorical persuasion, but are not necessarily rhetoric designed to persuade adolescents not to smoke cigarettes. The truth campaign advertisements contain both strengths and weaknesses. The weakness of the truth ads is related to an over-reliance on allegory-type scenarios meant to communicate anti-smoking sentiments and the theme of manipulation. Truth ads that contain clearer messages conveyed by appealing central characters are a more effective means of communicating not only an anti-smoking ideology, but also the theme of adolescent empowerment. This thesis's analysis more alarmingly indicates that the Philip Morris ads are in no way an effective means of smoking prevention. The Philip Morris campaign acts as a persuasive defense with the intended purpose of image repair and may encourage adolescents to think of Philip Morris and their tobacco products in a positive light. Conclusions suggest that due to the vast impact of media the glorifies smoking and other self-injurious behaviors; infrequent appearance of pro-social media appeals; insidious coercive tactics of the tobacco industry; possible limitations in determining the effectiveness of pro-social media appeals due to adolescent self-perception (or third person effect variables); and lack of attention paid to more vulnerable or at-risk youth, the real need may not be better pro-social media campaigns, but rather media literacy campaigns. In doing so, youth may become empowered, critical thinkers able to make life choices based on personal preference and the desire for self-fulfillment, instead of being coerced into a belief system induced by the bombardment of media.

La problématique de cette thèse est de comprendre et d’expliquer l’influence de l’activation des composantes périphérique efférente, expressive motrice et des sentiments subjectifs de l’émotion sur la formation des attitudes et des intentions comportementales du consommateur exposé à l’annonce. Cette recherche s’inscrit dans le modèle des processus composants de l’émotion développé en neurosciences affectives. Pour tester nos hypothèses, nous avons réalisé une étude selon laquelle les épisodes émotionnels du consommateur résultent de l’évaluation cognitive et dynamique des évènements mis en scène dans l’annonce. Notre protocole expérimental est fondé sur la mesure verbale des sentiments subjectifs et sur la mesure de l’activité électrophysiologique du système nerveux autonome et du système nerveux somatique des participants exposés à 6 annonces publicitaires télévisées (3 annonces commerciales / 3 annonces sociales). Les résultats obtenus montrent que l’exposition à l’annonce suscite chez le consommateur une activation des composantes périphérique efférente, expressive motrice et des sentiments subjectifs de l’émotion. La prise en compte de l’activation de ces trois composantes permet alors d’expliquer la formation de l’attitude envers l’annonce, de l’attitude envers la marque et des intentions comportementales du consommateur. Les résultats indiquent également que les annonces ne suscitent pas systématiquement des épisodes émotionnels chez les consommateurs ; c’est la présence d’évènements pertinents dans l’annonce pour un consommateur qui déclenche un processus d’évaluation cognitif à l’origine des épisodes émotionnels / The issue of this thesis is to understand and explain the influence of the activation of peripheral efference, motor expression, and subjective feeling components on the behavioural and attitude intentions of the consumer exposed to advertising. This research belongs to the components process model which is part of the developed emotion in affective neurosciences. To test our hypotheses, we have carried out a study where the emotional episodes of the consumer result from the cognitive appraisal of salient events highlighted in the advertising. Our experimental protocol is based on the verbal measure of subjective feelings and on the measure of the electrophysiological activity of the autonomous nervous system and also the somatic nervous system of the participants exposed to six television commercials (three commercial ads/ three social ads). The achieved results show that the exposure to advertising reveals in the consumer an activation of the peripheral efference, motor expression, and subjective feeling components of emotion. The awareness of the activation of those three components leads then to explain the attitude formation towards the advertising and towards the brand as well as behavioural intentions of the consumer. The results illustrate as well that the advertising do not systematically awake emotional episodes among the consumers; it is the presence of salient events in the advertising for a consumer that triggers a cognitive appraisal process to the origin of the emotional episodes