Arbeitspapier
Strategic informative advertising in a tv-advertising duopoly
We consider a model of strategic informative advertising where the advertising is done on TV and where the TV channels' advertising prices are endogenously determined. We discuss how these prices, and the advertising firms' advertising efforts, vary with the two key parameters of the model: the degree of product differentiation in the product market and a measure of the relative sizes of the TV channels' viewer bases. We find, in particular, that the larger the size difference among the TV channels is, the higher is the advertising price, and thus the less advertising is done.
- Sprache
-
Englisch
- Erschienen in
-
Series: Memorandum ; No. 2000,17
- Klassifikation
-
Wirtschaft
Entertainment; Media
Advertising
- Thema
-
Television industry
Advertising
Werbeplanung
Fernsehwerbung
Kosten
Duopol
Theorie
- Ereignis
-
Geistige Schöpfung
- (wer)
-
Nilssen, Tore
Sørgard, Lars
- Ereignis
-
Veröffentlichung
- (wer)
-
University of Oslo, Department of Economics
- (wo)
-
Oslo
- (wann)
-
2000
- Handle
- Letzte Aktualisierung
-
10.03.2025, 11:45 MEZ
Datenpartner
Dieses Objekt wird bereitgestellt von:
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
Objekttyp
- Arbeitspapier
Beteiligte
- Nilssen, Tore
- Sørgard, Lars
- University of Oslo, Department of Economics
Entstanden
- 2000
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