An advertisement for e-commerce retailer JD.com Inc in Shanghai.

Passage through the interim landing page is required in order to gain access to the retailer's advertised web page

We show that the manufacturer has a say in the retailer's choice through its participation rate in the retailer's advertising cost.

It was found in the study that 59% of parents’ favourite advert was retailer, john Lewis' Monty the Penguin.

We assume that the retailer's advertising positively affects the consumer's WTP at a decreasing rate over time.