Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/90746
Authors: 
Brekke, Kjell Arne
Nilsen, Tore
Year of Publication: 
2011
Series/Report no.: 
Memorandum, Department of Economics, University of Oslo 25/2011
Abstract: 
We show how increased competition in a media market may have implications for the competition between firms that are advertising in that medium. We apply a simple model of a product market with network externalities where firms buy advertising space in a media market and find that there is more entry in the product market, the more competitive the media market is. The paper is the first combining a study of media markets with a behavioral foundation of how advertising affects the demand for the advertised products.
Subjects: 
Advertising
Media Market
Availability Heuristic
Network Externalities
JEL: 
L82
M37
Document Type: 
Working Paper

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