that every company that uses advertising needs to then bake into the cost of the product.

所有打广告的公司都要把广告成本加入产品成本里。

广告和价格的关系 - SpeakingMax英语口语达人

And the cost of production in this game is simply going to be cq.

在这个博弈里生产成本就是c*q

耶鲁公开课 - 博弈论课程节选