The following approximation is interesting when it comes to the game theory of advertising: - Both parties do not advertise, resulting in zero outcome. - One

The following approximation is interesting when it comes to the game theory of advertising: - Both parties do not advertise, resulting in zero outcome. - One party advertises, resulting in a gain for that party and a loss for the other party. (after advertising cost) - Both parties advertise, resulting in negative outcome. One equilibrium looks significantly better than the other.