Arbeitspapier
Who are the advertisers?
We seek to explain why TV advertising is dominated by a few product categories. We apply a model of the TV industry that encompasses both the product markets and the market for TV viewers to discuss who will advertise on TV. Under the assumption that viewers dislike advertising, entailing a contagion effect in advertising, we find that less profitable firms not only will advertise less than highly profitable firms but will choose not to advertise at all.
- Language
-
Englisch
- Bibliographic citation
-
Series: Memorandum ; No. 2001,19
- Classification
-
Wirtschaft
- Subject
-
Fernsehwerbung
Betriebsergebnis
Theorie
- Event
-
Geistige Schöpfung
- (who)
-
Nilssen, Tore
Sørgard, Lars
- Event
-
Veröffentlichung
- (who)
-
University of Oslo, Department of Economics
- (where)
-
Oslo
- (when)
-
2001
- Handle
- Last update
-
10.03.2025, 11:45 AM CET
Data provider
This object is provided by:
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
Object type
- Arbeitspapier
Associated
- Nilssen, Tore
- Sørgard, Lars
- University of Oslo, Department of Economics
Time of origin
- 2001
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