A goodwill model with predatory advertising

We investigate the dynamic advertising policies of two competing firms in a duopolistic industry, assuming a predatory phenomenon between their advertising campaigns. The resulting model is a differential game which is not linear‐quadratic. We show that there exists a Markovian Nash equilibrium, and that it leads to time constant advertising strategies. According to this model, predatory advertising produces a negative externality: the interference between the advertising campaigns decreases the total demand of the market.