Sellers auctioning items use advertisements and location to generate intere
st. They seek a rightward shift in the ex-ante distribution of bidder valua
tions. We characterize distribution pairs such that all more-is-better expe
cted utility maximizing sellers in preference-revealing auctions prefer the
same distribution. (C) 2000 Elsevier Science S.A. All rights reserved. JEL
classification: D44; G12.