Design and marketing of financial products

Marketing costs are introduced into the security design environmentoutlined in Allen and Gale (1988). It is shown that splittingthe firm's cash flow between products enhances their investorappeal and reduces marketing costs. We also explain how theextremal product design in Allen and Gale is thereby avoidedand how in simple cases, debt, equity, or warrants can be optimal.Furthermore, we illustrate in general terms how the optimalsolution employs portfolios of option-type products, and wegive an example of two optimal products that share profits inseven of eight states.