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branding, the structure of product attributes, and several puzzling aspects of mutual fund advertising …
Persistent link: https://www.econbiz.de/10012465940
This paper studies the market provision of a specific type of public good: radio and television broadcasts. Its main focus is to explore the ability of the market to provide broadcasting efficiently in a world in which broadcasters earn revenues by selling time to advertisers and advertisements...
Persistent link: https://www.econbiz.de/10012471263
literature has been prominent in legislative debates about taxation as a tool to discourage smoking, and has contributed theory … other tobacco control policies, such as advertising restrictions, prominent in tobacco control debates. Research addressing …
Persistent link: https://www.econbiz.de/10012471754
We provide a selective survey of empirical evidence on the effects as well as the drivers of persuasive communication. We consider persuasion directed at consumers, voters, donors, and investors. We organize our review around four questions. First, to what extent does persuasion affect the...
Persistent link: https://www.econbiz.de/10012463352
advertising agency industry? This question is addressed by treating an advertising agency as a multiproduct firm. The firm … advertising messages which it creates on behalf of its clients. Evidence is presented indicating that the structure of demand and … costs in the advertising agency industry conforms to the conditions that MacDonald and Slivinski (1987) showed were required …
Persistent link: https://www.econbiz.de/10012474089
perform in developed countries. We present a dynamic theory of commercial broadcasting where the media trade utility …
Persistent link: https://www.econbiz.de/10012455686
-price actions (e.g. marketing and advertising), and learn gradually about their idiosyncratic demand. The model matches quantity …
Persistent link: https://www.econbiz.de/10012456737
We formally model direct to consumer advertising (DTCA) of prescription drugs and examine factors that determine a … perspective there can be too much or too little private investment in advertising. Welfare is more likely to increase when the …
Persistent link: https://www.econbiz.de/10012458869
In this paper, we explore the hypothesis that an important force behind the collapse in advertising revenue experienced … introduce a model of the market for advertising on news media outlets whereby news outlets are modeled as competing two … equilibrium outcomes in the advertising market. One consequence is that multi-homing on the part of advertisers is heterogeneous …
Persistent link: https://www.econbiz.de/10012459241
According to the standard model, advertising is remarkably sensitive to profit margins. Firms advertise to stimulate …-and-matching map a decline in wages to higher unemployment. But a rise in profit margins should expand advertising by a lot. Really a … lot. Advertising should be highly countercyclical. Instead, it is somewhat procyclical. The ratio of advertising spending …
Persistent link: https://www.econbiz.de/10012460290