How coviewing reduces the effectiveness of TV advertising
نویسندگان
چکیده
منابع مشابه
TV-Broadcasting Competition and Advertising
We analyse the rivalry between two TV-channels competing both on the market for audience and the market for advertising. We identify the nature of TV-programs emerging from this competition, and the quantity of advertising that TV-viewers will have to attend at equilibrium. Finally, we examine how a government’s regulation of this quantity will affect programs’ selection by the channels. CORE, ...
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ژورنال
عنوان ژورنال: Journal of Marketing Communications
سال: 2012
ISSN: 1352-7266,1466-4445
DOI: 10.1080/13527266.2010.531750