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https://hdl.handle.net/10419/19055
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DC Field | Value | Language |
---|---|---|
dc.contributor.author | Crampes, Claude | en |
dc.contributor.author | Haritchabalet, Carole | en |
dc.contributor.author | Jullien, Bruno | en |
dc.date.accessioned | 2009-01-28T15:54:44Z | - |
dc.date.available | 2009-01-28T15:54:44Z | - |
dc.date.issued | 2005 | - |
dc.identifier.uri | http://hdl.handle.net/10419/19055 | - |
dc.description.abstract | This paper presents a model of media competition with free entry when media operators arefinanced both from advertisers and customers. The relation between advertising receipts andsales receipts, which are both complementary and antagonist, is different if media operatorsimpose a price or a quantity to advertisers. When consumers dislike advertising, mediaoperators are better off setting an advertising price than an advertising quantity. We establisha relationship between the equilibrium levels (advertising and entry) and the advertisingtechnology. In particular, media operators? profit is not affected by the introduction ofadvertising when they impose advertising quantities and when advertising exhibits constantreturns to scale in the audience size. Under constant or increasing returns to scale in theaudience size, we find an excessive level of entry and an insufficient level of advertising. | en |
dc.language.iso | eng | en |
dc.publisher | |aCenter for Economic Studies and ifo Institute (CESifo) |cMunich | en |
dc.relation.ispartofseries | |aCESifo Working Paper |x1591 | en |
dc.subject.jel | L82 | en |
dc.subject.jel | L13 | en |
dc.subject.ddc | 330 | en |
dc.subject.keyword | media | en |
dc.subject.keyword | advertising | en |
dc.subject.keyword | free entry | en |
dc.subject.keyword | two-sided markets | en |
dc.subject.stw | Werbung | en |
dc.subject.stw | Markteintritt | en |
dc.subject.stw | Werbewirtschaft | en |
dc.subject.stw | Unvollkommener Markt | en |
dc.title | Advertising, competition and entry in media industries | - |
dc.type | Working Paper | en |
dc.identifier.ppn | 503744883 | en |
dc.rights | http://www.econstor.eu/dspace/Nutzungsbedingungen | en |
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