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Norwegian Open Research Archives
Research . 2001
Data sources: Norwegian Open Research Archives
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Norwegian Open Research Archives
Research . 2001
Data sources: Norwegian Open Research Archives
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NHH Brage
Research . 2001
Data sources: NHH Brage
Research Papers in Economics
Preprint . 2001
Full-Text: http://www.sv.uio.no/econ/english/research/unpublished-works/working-papers/pdf-files/2001/Memo-19-2001.pdf
Data sources: Research Papers in Economics
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EconStor
Research . 2001
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Who are the advertisers?

descriptionPublicationkeyboard_double_arrow_right Research , Preprint , Report 01 Jan 2001 Norway English Publisher:Universitetet i Oslo, Økonomisk institutt
Authors: Nilssen, Tore; Sørgard, Lars;

handle: 10852/17320 , 11250/165868 , 10419/63080

Who are the advertisers?

Abstract

We seek to explain why TV advertising is dominated by a few product categories. We apply a model of the TV industry that encompasses both the product markets and the market for TV viewers to discuss who will advertise on TV. Under the assumption that viewers dislike advertising, entailing a contagion effect in advertising, we find that less profitable firms not only will advertise less than highly profitable firms but will choose not to advertise at all.

Country
Norway
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Keywords

Betriebsergebnis, reklame fjernsyn, 330, ddc:330, VDP::210, Fernsehwerbung, Theorie, jel: jel:M37, jel: jel:L13, jel: jel:L82

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citations
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Citations provided by BIP!
popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
0
Average
Average
Average
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