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We model and analyze strategic interaction over time in a duopolistic market. Each period the firms independently and simultaneously take two sequential decisions. First, they decide whether or not to advertise, then they set prices for goods which are imperfect substitutes. Not only the own, but also the other firm's past advertisement efforts affect the current `sales potential' of each firm. How much of this potential materializes as immediate sales, then depends on the current advertisement decisions. If both firms advertise, `sales potential' turns into real demand, otherwise some demand `evaporates'. We determine feasible rewards and (subgame perfect) equilibria for the limiting average reward criterion using methods inspired by the repeated-games literature. Uniqueness of equilibrium is by no means guaranteed, but Pareto efficiency may serve very well as a refinement criterion for wide ranges of the advertisement costs.