Pricing Power In Advertising Markets
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Pricing Power In Advertising Markets
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Author : Matthew Gentzkow
language : en
Publisher:
Release Date : 2022
Pricing Power In Advertising Markets written by Matthew Gentzkow and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022 with categories.
Existing theories of media competition imply that advertisers will pay a lower price in equilibrium to reach consumers who multi-home across competing outlets. We generalize and extend this theoretical result and test it using data from television and social media advertising. We find that television outlets whose viewers watch more television charge a lower price per impression to advertisers. This finding helps rationalize well-known stylized facts such as a premium for younger and more male audiences on television. Also consistent with the theory, we show that social media advertising markets feature a premium for older audiences. A quantitative version of our model whose only free parameter is a scale normalization can explain 35 percent of the variation in price per impression across owners of television networks, and aligns with recent trends in television advertising revenue. We use the model to quantify the impact of mergers, the effect of competition on incentives to produce content, and the effect of Netflix ad carriage on prices for linear television advertising.
Advertising And Market Power
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Author : William S. Comanor
language : en
Publisher: Harvard University Press
Release Date : 1974
Advertising And Market Power written by William S. Comanor and has been published by Harvard University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 1974 with Business & Economics categories.
The current debate over the economics of advertising has long focused on two questions. The first concerns the impact of advertising on the relative positions of large and small firms in an industry and thereby on the state of competition. The second examines the role of advertising on consumer purchasing decisions over broad consumption categories. Comanor and Wilson use the modern tools of economic theory and statistics to build and test their hypotheses, and contribute important analytical and empirical evidence on the key issues. The authors find that consumer decisions are affected substantially by the volume of advertising. Indeed, advertising is a weightier factor than relative prices. Their conclusions surely contribute to the nervousness long felt by economists over the use of consumer preferences to evaluate the welfare implications of resource allocation.
Retail Pricing Strategies And Market Power
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Author : Gordon Mills
language : en
Publisher: Melbourne Univ. Publishing
Release Date : 2002
Retail Pricing Strategies And Market Power written by Gordon Mills and has been published by Melbourne Univ. Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Business & Economics categories.
This study of retail pricing strategies presents information on the practices used in a variety of sectors, such as supermarkets, banks and airlines. His analysis rests on several basic concepts which are introduced in the book.
Price As One Parameter In The Marketing Mix
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Author : Michael Kemmer
language : en
Publisher: GRIN Verlag
Release Date : 2012-07-06
Price As One Parameter In The Marketing Mix written by Michael Kemmer and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-07-06 with Business & Economics categories.
Seminar paper from the year 2009 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, University of Applied Sciences Berlin, language: English, abstract: When it comes to making buying decision, for example to buy a new car, the consumer is facing a numerous variety of prices for only one product. He or she has to decide whether to take the newest launched model or either the traditional one, with or without an insurance package, delivery or even buy from the internet. Naturally the consumer is reluctant to buy expensive products, when the run on cheap ones are omnipresent in today’s market. Companies try to undercut one another and conduct themselves in would-be price battles. But all this is owed to the fact that on the one side the consumers have decreasing real earnings, which lead to a higher price sensibility, and on the other side the companies look at saturated markets. These markets and their exhausted possibilities to differentiate the products cause a mass competition with the active implementation of pricing as a part of the marketing mix and as a competition instrument. This trend can not only be identified in the business to consumer (B2C) market, but it can also be found in the business to business (B2B) market. In addition an increasing consolidation processes in large parts of the industry and retailing business is recognizable by applying purchasing agents to trade cheaper prices by using their power of demand. Classical examples are the two big discounters like ALDI and LIDL, when it is obvious that they pass over these good conditions to their consumers and use this advantage in competition for their own business. Furthermore the internet with an increasing number of price comparison websites also contributes to this fight for the right price by offering price and product comparisons which hamper the strategies for a better price differentiation. A company’s survival and growth in such challenging and competitive environment depends among other things on the effectiveness of its applied pricing policy.
Confessions Of The Pricing Man
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Author : Hermann Simon
language : en
Publisher: Springer
Release Date : 2015-10-20
Confessions Of The Pricing Man written by Hermann Simon and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-10-20 with Business & Economics categories.
The world’s foremost expert on pricing strategy shows how this mysterious process works and how to maximize value through pricing to company and customer. In all walks of life, we constantly make decisions about whether something is worth our money or our time, or try to convince others to part with their money or their time. Price is the place where value and money meet. From the global release of the latest electronic gadget to the bewildering gyrations of oil futures to markdowns at the bargain store, price is the most powerful and pervasive economic force in our day-to-day lives and one of the least understood. The recipe for successful pricing often sounds like an exotic cocktail, with equal parts psychology, economics, strategy, tools and incentives stirred up together, usually with just enough math to sour the taste. That leads managers to water down the drink with hunches and rules of thumb, or leave out the parts with which they don’t feel comfortable. While this makes for a sweeter drink, it often lacks the punch to have an impact on the customer or on the business. It doesn’t have to be that way, though, as Hermann Simon illustrates through dozens of stories collected over four decades in the trenches and behind the scenes. A world-renowned speaker on pricing and a trusted advisor to Fortune 500 executives, Simon’s lifelong journey has taken him from rural farmers’ markets, to a distinguished academic career, to a long second career as an entrepreneur and management consultant to companies large and small throughout the world. Along the way, he has learned from Nobel Prize winners and leading management gurus, and helped countless managers and executives use pricing as a way to create new markets, grow their businesses and gain a sustained competitive advantage. He also learned some tough personal lessons about value, how people perceive it, and how people profit from it. In this engaging and practical narrative, Simon leaves nothing out of the pricing cocktail, but still makes it go down smoothly and leaves you wanting to learn more and do more—as a consumer or as a business person. You will never look at pricing the same way again.
Advertising And The Marketplace
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Author : Pepall, Lynne
language : en
Publisher: Edward Elgar Publishing
Release Date : 2021-07-31
Advertising And The Marketplace written by Pepall, Lynne and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-07-31 with Business & Economics categories.
This accessible and comprehensive textbook explores the role of advertising in the marketplace. It investigates how firms’ advertising strategies are informative, persuasive or add value to the product advertised. The book explains in detail empirical methodologies used to identify the impact of advertising on consumer demand and on market structure and reviews some recent empirical findings. It concludes with an in-depth exploration of digital advertising and auctions along with a framework for current antitrust investigations into two-sided platforms (Google, Facebook) that are funded by advertising revenues.
The Advertising Controversy
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Author : Mark S. Albion
language : en
Publisher: Praeger
Release Date : 1981-02-28
The Advertising Controversy written by Mark S. Albion and has been published by Praeger this book supported file pdf, txt, epub, kindle and other format this book has been release on 1981-02-28 with Business & Economics categories.
Examines and evaluates conflicting claims about advertising's effects on prices, industry concentration, product innovation, brand loyalty, and demand.
Handbook Of Pricing Research In Marketing
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Author : Vithala R. Rao
language : en
Publisher: Edward Elgar Publishing
Release Date : 2009
Handbook Of Pricing Research In Marketing written by Vithala R. Rao and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with Business & Economics categories.
Pricing is an essential aspect of the marketing mix for brands and products. Further, pricing research in marketing is interdisciplinary, utilizing economic and psychological concepts with special emphasis on measurement and estimation. This unique Handbook provides current knowledge of pricing in a single, authoritative volume and brings together new cutting-edge research by established marketing scholars on a range of topics in the area. The environment in which pricing decisions and transactions are implemented has changed dramatically, mainly due to the advent of the Internet and the practices of advance selling and yield management. Over the years, marketing scholars have incorporated developments in game theory and microeconomics, behavioral decision theory, psychological and social dimensions and newer market mechanisms of auctions in their contributions to pricing research. These chapters, specifically written for this Handbook, cover these various developments and concepts as applied to tackling pricing problems. Academics and doctoral students in marketing and applied economics, as well as pricing-focused business practitioners and consultants, will appreciate the state-of-the-art research herein.
Advertising And The Market Process
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Author : Robert Burton Ekelund
language : en
Publisher: Pacific Research Institute
Release Date : 1988
Advertising And The Market Process written by Robert Burton Ekelund and has been published by Pacific Research Institute this book supported file pdf, txt, epub, kindle and other format this book has been release on 1988 with Advertising categories.
Counters traditional views among critics by arguing that advertising is essential to the economic process.
Global And Local Strategies Regarding Products And Prices Communication Between Global Brands And Global Markets
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Author : Ender Gülcan
language : en
Publisher: GRIN Verlag
Release Date : 2017-10-09
Global And Local Strategies Regarding Products And Prices Communication Between Global Brands And Global Markets written by Ender Gülcan and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-10-09 with Business & Economics categories.
Document from the year 2017 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7, Northumbria University, language: English, abstract: This paper deals with global and strategies regarding products and prices. The second part is about the analysis of the target market of Haagen Dazs. According to Keegan and Green a product is a “good, service, or idea with both, tangible and intangible attributes that collectively create value for a buyer or user”. The management decision, which product and brand strategies should be followed within the global market, is the indispensably crucial core of international marketing. What is understood as a product covers not only the functional physical object which is sold, but also the packaging and supporting services which together constitute the value brought to and bought by the customer. The globalization led to the product standardization strategy. The standardization strategy aims to market products in multiple markets, which are essentially the same in respect of the product itself and the sales and promotion activities, the advertising activities and the distribution channels.