Modeling advertisers' willingness to pay in TV commercial slot auctions
Year of publication: |
2019
|
---|---|
Authors: | Shi, Yang ; Zhao, Ying |
Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 48.2019, p. 120-133
|
Subject: | Advertising | Auction | Competition | TV | Willingness to pay (WTP) | Zahlungsbereitschaftsanalyse | Willingness to pay | Auktionstheorie | Auction theory | Werbung | Auktion | Online-Marketing | Internet marketing | Wettbewerb | Experiment | Werbewirkung | Advertising effects |
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