The market for television advertising: model and evidence
We provide a model of television advertising based on an explicit characterization of an advertisement's contribution to an advertiser's profits that suggests that each program faces a downward sloping demand for its ad time. Hence Fournier and Martin's (1983) "law of one price&q...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Abschlussarbeit Elektronisch E-Book |
| Sprache: | German |
| Veröffentlicht: |
2001
|
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | We provide a model of television advertising based on an explicit characterization of an advertisement's contribution to an advertiser's profits that suggests that each program faces a downward sloping demand for its ad time. Hence Fournier and Martin's (1983) "law of one price" does not hold in our model. We study these contrasting arguments about television advertising by examining the pricing of broadcast network advertising. In conducting this empirical examination we encounter and solve a severe multicollinearity problem. We conclude that the evidence supports the advertising model presented in this paper and demonstrates segmentation between cable and broadcast viewers in the national television advertising market. |
| Beschreibung: | 34 S. |
Internformat
MARC
| LEADER | 00000nmm a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV048704272 | ||
| 003 | DE-604 | ||
| 005 | 00000000000000.0 | ||
| 006 | a m||| 00||| | ||
| 007 | cr|uuu---uuuuu | ||
| 008 | 231022s2001 |||| o||u| ||||||ger d | ||
| 035 | |a (DE-599)BVBBV048704272 | ||
| 040 | |a DE-604 |b ger |e rak | ||
| 041 | 0 | |a ger | |
| 049 | |a DE-Po75 | ||
| 100 | 1 | |a Kieschnick, Robert |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a The market for television advertising |b model and evidence |c Robert Kieschnick |
| 264 | 1 | |c 2001 | |
| 300 | |a 34 S. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b c |2 rdamedia | ||
| 338 | |b cr |2 rdacarrier | ||
| 502 | |a Dallas, Univ., Department of Decision Sciences, Forschungsbericht, 2001 | ||
| 520 | |a We provide a model of television advertising based on an explicit characterization of an advertisement's contribution to an advertiser's profits that suggests that each program faces a downward sloping demand for its ad time. Hence Fournier and Martin's (1983) "law of one price" does not hold in our model. We study these contrasting arguments about television advertising by examining the pricing of broadcast network advertising. In conducting this empirical examination we encounter and solve a severe multicollinearity problem. We conclude that the evidence supports the advertising model presented in this paper and demonstrates segmentation between cable and broadcast viewers in the national television advertising market. | ||
| 655 | 7 | |0 (DE-588)4113937-9 |a Hochschulschrift |2 gnd-content | |
| 856 | 4 | 0 | |u http://papers.ssrn.com/sol3/papers.cfm?abstract_id=310891 |3 Volltext |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-034648453 | ||
Datensatz im Suchindex
| _version_ | 1804185951995428864 |
|---|---|
| adam_txt | |
| any_adam_object | |
| any_adam_object_boolean | |
| author | Kieschnick, Robert |
| author_facet | Kieschnick, Robert |
| author_role | aut |
| author_sort | Kieschnick, Robert |
| author_variant | r k rk |
| building | Verbundindex |
| bvnumber | BV048704272 |
| ctrlnum | (DE-599)BVBBV048704272 |
| format | Thesis Electronic eBook |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01644nmm a2200289 c 4500</leader><controlfield tag="001">BV048704272</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">00000000000000.0</controlfield><controlfield tag="006">a m||| 00||| </controlfield><controlfield tag="007">cr|uuu---uuuuu</controlfield><controlfield tag="008">231022s2001 |||| o||u| ||||||ger d</controlfield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV048704272</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rak</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">ger</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-Po75</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Kieschnick, Robert</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">The market for television advertising</subfield><subfield code="b">model and evidence</subfield><subfield code="c">Robert Kieschnick</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="c">2001</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">34 S.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">c</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">cr</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="502" ind1=" " ind2=" "><subfield code="a">Dallas, Univ., Department of Decision Sciences, Forschungsbericht, 2001</subfield></datafield><datafield tag="520" ind1=" " ind2=" "><subfield code="a">We provide a model of television advertising based on an explicit characterization of an advertisement's contribution to an advertiser's profits that suggests that each program faces a downward sloping demand for its ad time. Hence Fournier and Martin's (1983) "law of one price" does not hold in our model. We study these contrasting arguments about television advertising by examining the pricing of broadcast network advertising. In conducting this empirical examination we encounter and solve a severe multicollinearity problem. We conclude that the evidence supports the advertising model presented in this paper and demonstrates segmentation between cable and broadcast viewers in the national television advertising market.</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="0">(DE-588)4113937-9</subfield><subfield code="a">Hochschulschrift</subfield><subfield code="2">gnd-content</subfield></datafield><datafield tag="856" ind1="4" ind2="0"><subfield code="u">http://papers.ssrn.com/sol3/papers.cfm?abstract_id=310891</subfield><subfield code="3">Volltext</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-034648453</subfield></datafield></record></collection> |
| genre | (DE-588)4113937-9 Hochschulschrift gnd-content |
| genre_facet | Hochschulschrift |
| id | DE-604.BV048704272 |
| illustrated | Not Illustrated |
| index_date | 2024-07-03T22:56:13Z |
| indexdate | 2024-07-10T10:03:24Z |
| institution | BVB |
| language | German |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-034648453 |
| open_access_boolean | |
| owner | DE-Po75 |
| owner_facet | DE-Po75 |
| physical | 34 S. |
| publishDate | 2001 |
| publishDateSearch | 2001 |
| publishDateSort | 2001 |
| record_format | marc |
| spelling | Kieschnick, Robert Verfasser aut The market for television advertising model and evidence Robert Kieschnick 2001 34 S. txt rdacontent c rdamedia cr rdacarrier Dallas, Univ., Department of Decision Sciences, Forschungsbericht, 2001 We provide a model of television advertising based on an explicit characterization of an advertisement's contribution to an advertiser's profits that suggests that each program faces a downward sloping demand for its ad time. Hence Fournier and Martin's (1983) "law of one price" does not hold in our model. We study these contrasting arguments about television advertising by examining the pricing of broadcast network advertising. In conducting this empirical examination we encounter and solve a severe multicollinearity problem. We conclude that the evidence supports the advertising model presented in this paper and demonstrates segmentation between cable and broadcast viewers in the national television advertising market. (DE-588)4113937-9 Hochschulschrift gnd-content http://papers.ssrn.com/sol3/papers.cfm?abstract_id=310891 Volltext |
| spellingShingle | Kieschnick, Robert The market for television advertising model and evidence |
| subject_GND | (DE-588)4113937-9 |
| title | The market for television advertising model and evidence |
| title_auth | The market for television advertising model and evidence |
| title_exact_search | The market for television advertising model and evidence |
| title_exact_search_txtP | The market for television advertising model and evidence |
| title_full | The market for television advertising model and evidence Robert Kieschnick |
| title_fullStr | The market for television advertising model and evidence Robert Kieschnick |
| title_full_unstemmed | The market for television advertising model and evidence Robert Kieschnick |
| title_short | The market for television advertising |
| title_sort | the market for television advertising model and evidence |
| title_sub | model and evidence |
| topic_facet | Hochschulschrift |
| url | http://papers.ssrn.com/sol3/papers.cfm?abstract_id=310891 |
| work_keys_str_mv | AT kieschnickrobert themarketfortelevisionadvertisingmodelandevidence |