Who are the advertisers?

dc.contributor.author	Nilssen, Tore
dc.contributor.author	Sørgard, Lars
dc.date.accessioned	2006-08-01T06:24:32Z
dc.date.available	2006-08-01T06:24:32Z
dc.date.issued	2001-08
dc.identifier.issn	0803-4028
dc.identifier.uri	http://hdl.handle.net/11250/165868
dc.description.abstract	We seek to explain why TV advertising is dominated by a few product categories. We apply a model of the TV industry that encompasses both the product markets and the market for TV viewers to discuss who will advertise on TV. Under the assumption that viewers dislike advertising, entailing a contagion effect in advertising, we find that less profitable firms not only will advertise less than highly profitable firms but will choose not to advertise at all. (77 words)	en
dc.format.extent	107447 bytes
dc.format.mimetype	application/pdf
dc.language.iso	eng	en
dc.publisher	SNF	en
dc.relation.ispartofseries	Working Paper	en
dc.relation.ispartofseries	2001:35	en
dc.title	Who are the advertisers?	en
dc.type	Working paper	en