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| Author: | Esteban, L. Gil, A. Hernandez, J. M. |
| Title: | Informative advertising and optimal targeting in a monopoly |
| Journal: | Journal of Industrial Economics
2001 : JUN, VOL. 49:2, p. 161-180 |
| Index terms: | ADVERTISING INFORMATION MONOPOLY |
| Language: | eng |
| Abstract: | This paper analyzes how the transition from mass to specialized advertising can affect the market outcomes. To that end, the authors consider a particular technology of information transmission which allows a monopolist to decide the optimal targeting strategy. |
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