منابع مشابه
Media Transportation and Advertising
Advertising is commonly presented in the context of media articles or programs that are intended to engage the consumer. An important aspect of this engagement is media transportation, where a person not only attends to information but also is absorbed into the narrative flow of a story in a pleasurable and active way. This research examines the effects of the transportation experience produced...
متن کاملAdvertising and the Media
This paper argues that advertising should be viewed as a transaction between a consumer and a firm that potentially generates a mutual benefit. We develop that there exists a problem of adverse selection, however, which makes it impossible to establish direct markets for advertising. The media is viewed as an intermediary that can channel advertising and allocate it efficiently by screening con...
متن کاملNew Media Interactive Advertising vs. Traditional Advertising
rrrmrrxvivt This research explores the effectiveness of interactive advertising on a new medium platform. Like the presence in industry and the media themselves, the academic research stream is fairly new. Our research seeks to isolate the key feature of interactivity from confounding factors and to begin to tease apart those situations for which interactivity might be highly desirable from tho...
متن کاملAdvertising and Media Market Concentration*
In media markets, the value of advertisement exposure depends on circulation, and media consumers’ valuation is affected by advertising. This paper analyzes media market competition in a duopoly framework. There exist symmetric and asymmetric equilibria in terms of firm size, and sometimes a natural monopoly may emerge . There is less scope for asymmetry when products are more differentiated or...
متن کاملPrice Competition, Advertising and Media Market Concentration*
In media markets, the value of advertisement exposure depends on circulation, and media consumers’ valuation is affected by advertising. This paper analyzes media market competition in a duopoly framework. There exist symmetric and asymmetric equilibria in terms of firm size. There is less scope for asymmetry when products are more differentiated or of higher intrinsic quality. Some media exhib...
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ژورنال
عنوان ژورنال: The Journal of the Institute of Television Engineers of Japan
سال: 1989
ISSN: 0386-6831,1884-9652
DOI: 10.3169/itej1978.43.33