This paper investigates competition for advertisers in media markets when viewers can subscribe to multiple channels. A central feature of the model is that channels are monopolists in selling advertising opportunities toward their exclusive viewers, but they can only obtain a competitive price...

Dieser Beitrag untersucht die für die Medienwirtschaft relevanten Märkte mit einfachen Marktmodellen. Im Zentrum stehen die Interdependenzen zwischen Konsumgüter-, Werbe- und Medienmärkten, wobei die wichtige Rolle der Werbemärkte als ökonomischer Motor der Medienwirtschaft besonders...

This paper addresses a longstanding puzzle involving the unbundling of services that has occurred over more than two decades in the U.S. advertising agency industry: How can the shift from the bundling to the unbundling of services be explained and what accounts for the slow pace of change?...

One of the most important things to pay attention to when planning advertising campaign is the choice of media otherwise known as media selection which is mostly influenced by the target audience. The research is therefore comparatively analysing media preference among advertising in Ikeja Lagos...

This paper addresses a longstanding puzzle involving the unbundling of services that has occurred over more than two decades in the U.S. advertising agency industry: How can the shift from the bundling to the unbundling of services be explained and what accounts for the slow pace of change?...