Pure‐strategy Nash equilibria in an advertising game with interference

Two manufacturers produce substitutable goods for a homogeneous market. The advertising efforts of the two manufacturers determine the demand for the goods and interfere negatively with each other. The demand of each good is a piecewise linear function of the product goodwill, and the latter is a linear function of advertising efforts. In a game with two competing profit‐maximizing manufacturers who have access to a set of several advertising media, the pure‐strategy Nash equilibria are characterized and their existence is shown.