Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/90746 
Erscheinungsjahr: 
2011
Schriftenreihe/Nr.: 
Memorandum No. 25/2011
Verlag: 
University of Oslo, Department of Economics, Oslo
Zusammenfassung: 
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.
Schlagwörter: 
Advertising
Media Market
Availability Heuristic
Network Externalities
JEL: 
L82
M37
Dokumentart: 
Working Paper

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