Informative Advertising An Alternate Viewpoint And Inplications
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Informative Advertising
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Author : David Soberman
language : en
Publisher:
Release Date : 2000
Informative Advertising written by David Soberman and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000 with categories.
Informative Advertising
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Author : D. A. Soberman
language : en
Publisher:
Release Date : 2000
Informative Advertising written by D. A. Soberman and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000 with Advertising categories.
Informative Advertising An Alternate Viewpoint And Inplications
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Author : David Soberman
language : en
Publisher:
Release Date : 2000
Informative Advertising An Alternate Viewpoint And Inplications written by David Soberman and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000 with categories.
Informative Advertising
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Author : David Soberman
language : en
Publisher:
Release Date : 2003
Informative Advertising written by David Soberman and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with categories.
Our objective is to broaden the current understanding of how horizontal differentiation interacts with both advertising and pricing by extending the analysis of Grossman and Shapiro (1984) to look at a full range of differentiation conditions. We seek to offer a useful perspective on the relationship between advertising and pricing by focusing attention on competitors whose essential difference prior to advertising and price decisions is product differentiation. We construct a model where demand for a firm's products is driven by three factors: consumers' awareness of products and their attributes, pricing, and the degree of fit between a product's attributes and the needs of the consumer. Following Salop (1979), differentiation is captured by representing the firms as equally spaced points in a unitary circular spatial market. We assume that product attributes are fixed and the firms make decisions about how much to advertise and what prices to set for their products. A distinct element of the model is the mechanism by which advertising makes consumers aware of products. Similar to Grossman and Shapiro (1985), advertising is represented as a series of messages received randomly by consumers in the market and consumers only have interest in a product if they have seen advertising about it. It is important to underline that advertising only affects consumers' awareness of a product and not their valuation of it. In addition, the probability of a consumer seeing a firm's advertising is independent of the consumer's location. The primary finding of our analysis is that the impact of informative advertising on market prices and profits is a function of the pre-existing level of differentiation in the market. Advertising is observed to create distinct groups of consumers based on the advertising to which they have been exposed. The optimal pricing is a function of competing firms balancing the needs of each of the groups that have interest in their products. When the level of differentiation between products is high, increases in advertising have no effect on observed prices. However, when the level of differentiation between products is moderate, increases in advertising tend to drive up prices. Finally, when the level of differentiation is low, we show that higher advertising leads to lower prices and profits. We also find that total welfare can increase when higher advertising leads to higher prices. This highlights the risk of reaching conclusions about the anti-competitive effects of high advertising based solely on an observed relationship between advertising and pricing. In a modified version of the model, we assume that the probability of a consumer seeing a firm's advertising depends on that consumer's location. More specifically, we consider situations in which firms can target heavier advertising to a) customers that are locationally close to them or b) customers that are locationally distant from them. This captures the notion of two different types of markets, one in which firms aggressively pursue the competitor's customers and the other in which firms focus their effort on loyal customers. We find that the targeting of advertising does affect the relationship between advertising and pricing. While the general pattern of results regarding the impact of differentiation on the advertising/price relationship is consistent across the three conditions examined, targeting has a particularly interesting effect in conditions of moderate differentiation. In fact, when distant consumers are targeted, the positive relationship observed with no targeting is reversed and prices fall with higher levels of advertising. However, the most interesting effect of targeted advertising is its effect on overall pricing. In conditions of low differentiation, targeting consumers who are nearby exacerbates price competition and reduces price below the no-targeting price. On the other hand, targeting consumers who are distant results in equilibrium prices that are higher than the no-targeting price. Exactly the opposite is observed when differentiation is moderate. These findings underline the importance of existing differentiation between firms for determining the effect that targeted advertising has on pricing. They also provide a potential explanation for offensive or defensive postures that firms employ in media buying that has not been considered previously.
Informative Advertising Additional Learning And Implications
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Author : D. A. Soberman
language : en
Publisher:
Release Date : 2003
Informative Advertising Additional Learning And Implications written by D. A. Soberman and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with categories.
Handbook Of Marketing
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Author : Barton A Weitz
language : en
Publisher: SAGE
Release Date : 2002-10-16
Handbook Of Marketing written by Barton A Weitz and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002-10-16 with Business & Economics categories.
NEW IN PAPERBACK ′The Handbook of Marketing is different... that Barton Weitz and Robin Wensley are its editors should suggest something out of the ordinary. A glance at the contributors (e.g., Wilkie. Webster, Day, Shocker, Keller, Hauser, Winer, Stewart. Parasuraman. Zeithaml) puts the matter to rest. The Handbook is an extraordinary effort. The blurb on the dust jacket is an understatement-the "Handbook will be invaluable to advanced undergraduates, graduate students, academics, and thoughtful practitioners in marketing"-the book is far more than that..... in short, the Handbook is probably invaluable to all academic researchers′ - Journal of Marketing ′Handbook of Marketing is a rich compilation of thorough reviews in the field of marketing management. The editors have selected premier marketing scholars and have given them the opportunity to examine their area of expertise in a format much less confining than those provided by the major journals in the field. The authors have taken this opportunity and have done an outstanding job not only of reviewing and structuring the extensive body of thought in many major areas of marketing management but also of providing valuable suggestions for further research. They have brought together major contributions from the field of marketing and from other related disciplines. I strongly encourage marketing scholars to consider Handbook of Marketing. The text will certainly appeal to those with interests in marketing management; it may also be useful to those who are more focused on methodological issues but interested in topics that need additional, rigorous investigation.... In summary, Weitz and Wensley should be congratulated for the excellent work in developing Handbook of Marketing. The book fills a major void in the marketing literature on marketing management and will serve the discipline for many years to come′ - Journal of Marketing Research ′This text achieves the rare goal of covering marketing clearly and deeply, with no unnecessary examples or pretty pictures. For the enquiring mind, it is a wonderful link between a basic knowledge of marketing concepts and a grasp of where research in marketing is taking us′ - Ken Simmonds, Emeritus Professor of Marketing and International Business, London Business School The Handbook of Marketing presents a major retrospective and prospective overview of the field of marketing, and provides a landmark reference at a time when many of the traditional boundaries and domains within the marketing discipline have been subject to change. - A high calibre collection compiled by an international and extremely distinguished advisory board of marketing academics - With contributions from leading scholars in the field, each covering the latest research issues in particular areas of expertise - Each chapter provides the necessary background for study and research of specific empirical and theoretical topics in marketing. The Handbook of Marketing will be invaluable to advanced undergraduates, graduate students and academics in marketing. International Advisory Board: Sonke Albers Christian-Albrechts-University of Kiel, Germany / Erin Anderson INSEAD, France / Rick Bagozzi Rice University, USA / Patrick Barwise London Business School / Rod Brodie University of Auckland / Anne T Coughlan Northwestern University / George Day University of Pennsylvania / Lars Gunnar-Mattsson Stockholm School of Economics / Hubert Gatignon INSEAD, France / Håkan Håkansson The Norwegian School of Management / Stephen J. Hoch University of Pennsylvania, USA / Kevin Keller Dartmouth College, USA / Donald Lehmann Columbia University, USA / Gilles Laurent HEC, France / Leonard Lodish University of Pennsylvania / Richard Lutz University of Florida / David Midgley INSEAD, France / David Montgomery Stanford University, USA / William Perreault University of North Carolina, USA / John Roberts Stanford University, USA / Allan Shocker University of Minnesota / Piet Vanden Abeele Vlerick Leuven Gent Management School, Belgium / Russell Winer University of California, Berkeley, USA / Dick Wittink Yale School of Management, USA
Industrial Organization
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Author : Paul Belleflamme
language : en
Publisher: Cambridge University Press
Release Date : 2010-01-07
Industrial Organization written by Paul Belleflamme and has been published by Cambridge University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-01-07 with Business & Economics categories.
Industrial Organization: Markets and Strategies provides an up-to-date account of modern industrial organization that blends theory with real-world applications. Written in a clear and accessible style, it acquaints the reader with the most important models for understanding strategies chosen by firms with market power and shows how such firms adapt to different market environments. It covers a wide range of topics including recent developments on product bundling, branding strategies, restrictions in vertical supply relationships, intellectual property protection, and two-sided markets, to name just a few. Models are presented in detail and the main results are summarized as lessons. Formal theory is complemented throughout by real-world cases that show students how it applies to actual organizational settings. The book is accompanied by a website containing a number of additional resources for lecturers and students, including exercises, answers to review questions, case material and slides.
Handbook Of Industrial Organization
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Author : Richard Schmalensee
language : en
Publisher: Elsevier
Release Date : 1989
Handbook Of Industrial Organization written by Richard Schmalensee and has been published by Elsevier this book supported file pdf, txt, epub, kindle and other format this book has been release on 1989 with Business & Economics categories.
Annotation This is Vol 3 of the Handbook of Industrial Organization series (HIO). Vols 1 & 2 published simultaneously in 1989 under the editorship of Richard Schmalensee and Robert Willig. Many of the chapters in these successful volumes were widely cited and appeared on graduate reading lists, and some continue to appear even recently. Since the first volumes published, the field of industrial organization has continued to evolve. As the editors acknowledge in the Preface, these volumes had some gaps and this new volume aims to fill some of those gaps. The aim is to serve as a source, reference and teaching supplement for industrial organization, or industrial economics, the microeconomics field that focuses on business behavior and its implications for both market structures and processes, and for related public policies. The first two volumes of the HIO appeared at roughly the same time as Jean Tirole's book The Theory of Industrial Organization. Together they helped revolutionize the teaching of industrial organization, and provided a state-of-the-art summary. Tirole's book is concerned with the relevant theory, and several reviewers noted that the first two volumes of HIO contained much more discussion of the theoretical literature than of the empirical literature. In most respects, this imbalance was an accurate reflection of the field. Since then, the empirical literature has flourished, while the theoretical literature has continued to grow, and this new volume reflects that change of emphasis. *Part of the renown Handbooks in Economics series *Chapters are contributed by some of the leading experts in their fields. *A source, reference and teaching supplement for industrial organizations, or industrial economicists.
Handbook Of Industrial Organization
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Author : Mark Armstrong
language : en
Publisher: Elsevier
Release Date : 2007-10-05
Handbook Of Industrial Organization written by Mark Armstrong and has been published by Elsevier this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-10-05 with Business & Economics categories.
This is Volume 3 of the Handbook of Industrial Organization series (HIO). Volumes 1 & 2 published simultaneously in 1989 and many of the chapters were widely cited and appeared on graduate reading lists. Since the first volumes published, the field of industrial organization has continued to evolve and this volume fills the gaps. While the first two volumes of HIO contain much more discussion of the theoretical literature than of the empirical literature, it was representative of the field at that time. Since then, the empirical literature has flourished, while the theoretical literature has continued to grow, and this new volume reflects that change of emphasis. Thie volume is an excellent reference and teaching supplement for industrial organization or industrial economics, the microeconomics field that focuses on business behavior and its implications for both market structures and processes, and for related public policies. *Part of the renowned Handbooks in Economics series *Chapters are contributed by some of the leading experts in their fields *A source, reference and teaching supplement for industrial organizations or industrial economists
Encyclopedia Of Health Economics
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Author :
language : en
Publisher: Newnes
Release Date : 2014-02-21
Encyclopedia Of Health Economics written by and has been published by Newnes this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-02-21 with Medical categories.
The Encyclopedia of Health Economics offers students, researchers and policymakers objective and detailed empirical analysis and clear reviews of current theories and polices. It helps practitioners such as health care managers and planners by providing accessible overviews into the broad field of health economics, including the economics of designing health service finance and delivery and the economics of public and population health. This encyclopedia provides an organized overview of this diverse field, providing one trusted source for up-to-date research and analysis of this highly charged and fast-moving subject area. Features research-driven articles that are objective, better-crafted, and more detailed than is currently available in journals and handbooks Combines insights and scholarship across the breadth of health economics, where theory and empirical work increasingly come from non-economists Provides overviews of key policies, theories and programs in easy-to-understand language