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, ...

This paper aims at understanding the welfare implications of the widespread regulation on TV advertising time. To my knowledge, this is the first paper which investigates this issue using structural econometric models in a two-sided market framework. The paper exploits a novel dataset of per hour data on 12 broadcast TV channels in France during one year (2014). I first estimate the demand of T...

While it is relatively easy to start an online advertising campaign, proper allocation of the marketing budget is far from trivial. A major challenge faced by the marketers attempting to optimize their campaigns is in the sheer number of variables involved, the many individual decisions they make in fixing or changing these variables, and the nontrivial short and long-term interplay among these...

the goal of the current study is to determine the optimal level of advertising beyond which advertising expenditure will not be justified by revenues. to achieve the goal first different types of media were rated by experts as to the degree of their importance. then data ware collected by interviewing the managers and reviewing different media resources. the collected data were then analyzed us...

Social network sites (SNS) such as Facebook, Google+ and Twitter have attracted hundres of millions of users daily since their appearance [1]. In modern social networks (SNS), users expose many personal behaviors and connect to each other based on real world relationships, both of which makes SNS ideal for target advertising [2, 3]. Advertisers bid a target user group satisfying a set of criter...

OBJECTIVES To evaluate the effectiveness of the Health Education Authority for England's anti-smoking television advertising campaign in motivating smokers to give up and preventing relapse in those who had already given up. DESIGN A prospective, controlled trial was conducted in four TV regions in central and northern England. One region received no intervention (controls), two regions recei...

Objectives—To evaluate the eVectiveness of the Health Education Authority for England’s anti-smoking television advertising campaign in motivating smokers to give up and preventing relapse in those who had already given up. Design—A prospective, controlled trial was conducted in four TV regions in central and northern England. One region received no intervention (controls), two regions received...

The goal of the current study is to determine the optimal level of advertising beyond which advertising expenditure will not be justified by revenues. To achieve the goal first different types of media were rated by experts as to the degree of their importance. Then data ware collected by interviewing the managers and reviewing different media resources. The collected data were then analyze...

OBJECTIVE Health advocates have focused on the prevalence of advertising for calorie-dense low-nutrient foods as a significant contributor to the obesity epidemic. This research tests the hypothesis that exposure to food advertising during TV viewing may also contribute to obesity by triggering automatic snacking of available food. DESIGN In Experiments 1a and 1b, elementary-school-age childr...

In this paper, the authors broadly investigate Hispanic consumer attitudes and their sociological behaviors toward online advertising. The study documents the correlation between Hispanic attitudes, behaviors, and three types of online advertising that have an effect on cultural distinctions. Additionally, the study compares the group’s attitudes toward TV advertising vis-à-vis the three types ...