publication . Research . Other literature type . 2015

Targeting and Persuasive Advertising

Egli, Alain (Autor/in);
Open Access
  • Published: 01 Jan 2015
  • Country: Switzerland
Abstract
Firms face a prisoner's dilemma when advertising in a competitive environment. In a Hotelling framework with persuasive advertisingfirms counteract this prisoner's dilemma with targeting. The firms even solve the prisoner's problem if targeted advertising is effective enough. Advertising turns from wasteful competition into profits. This is in contrast to wasteful competition as argument for regulations. A further result is maximum advertising differentiation: thefirms target their advertising to the extremes in the market. + ID der Publikation: hslu_41992 + Art des Beitrages: Working Paper + Sprache: Englisch + Letzte Aktualisierung: 2016-08-29 15:49:24
Subjects
free text keywords: Targeted advertising, persuasive advertising, prisoner's dilemma
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ZENODO
Research . 2015
Provider: ZENODO
Zenodo
Other literature type . 2015
Provider: Datacite
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