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.

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Year of publication:	2001
Authors:	Nilssen, Tore ; Sørgard, Lars
Publisher:	Oslo : University of Oslo, Department of Economics
Subject:	Fernsehwerbung \| Betriebsergebnis \| Theorie

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Series:	Memorandum ; 2001,19
Type of publication:	Book / Working Paper
Type of publication (narrower categories):	Working Paper
Language:	English
Other identifiers:	333481011 [GVK] hdl:10419/63080 [Handle]
Source:	EconStor

Persistent link: https://www.econbiz.de/10010284367