Dukes, Anthony; Liu, Yunchuan - Centre for Industrial Economics (CIE), Økonomisk Institut - 2007
may strategically subsidize manufacturers on their advertising through instore media to better coordinate the channel …. Even when in-store media is more effective than commercial media (i.e., radio, TV, newspaper, etc.), a retailer may still … charge an advertising rate lower than commercial media does. We also show that the benefit of instore media to a retailer can …