What model can be used to examine the effect of informative advertising (consumer gain) ?

Notation: MC: constant cost to the consumer by searching product information for another hour MB1: The prize for the consumer by searching product information for another hour without advertising Model implications: • The consumer will seek information until MB1=MC => s1 search time. • MB2: The prize for the consumer by searching product information for another hour with advertising  The consumer will seek information until MB2=MC => s2. • Notice at s2 < s2, i.e. advertisement reduce consumer search costs.