Negotiations and Exclusivity Contracts for Advertising

Article, Research English OPEN
Gal-Or, Esther; Dukes, Anthony; (2003)
  • Journal: volume 22,issue 2 November,pages222-45issn: 0732-2399
  • Related identifiers: doi: 10.1287/mksc.22.2.222.16036
  • Subject: Advertising, Market Structure, Media
    acm: ComputingMilieux_MISCELLANEOUS

Exclusive advertising on a given media outlet is usually profitable for an advertiser because consumers are less aware of competing products. However, for such arrangements to exist, media must benefit as well. We examine conditions under which such exclusive advertisin... View more
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