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Title:Strategic informative advertising in a tv-advertising duopoly PDF Logo
Authors:Nilssen, Tore
Sørgard, Lars
Issue Date:2000
Series/Report no.:Memorandum, Department of Economics, University of Oslo 2000,17
Abstract:We consider a model of strategic informative advertising where the advertising is done on TV and where the TV channels' advertising prices are endogenously determined. We discuss how these prices, and the advertising firms' advertising efforts, vary with the two key parameters of the model: the degree of product differentiation in the product market and a measure of the relative sizes of the TV channels' viewer bases. We find, in particular, that the larger the size difference among the TV channels is, the higher is the advertising price, and thus the less advertising is done.
Subjects:Television industry
Advertising
JEL:L82
M37
Document Type:Working Paper
Appears in Collections:Memorandum, Department of Economics, University of Oslo

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