search query: @indexterm Advertising expenditure / total: 112
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| Author: | Kinast, K. Posselt, T. |
| Title: | Wettbewerb zwischen Kontraktgutanbietern, modelliert am Beispiel von Werbeagenturen |
| Journal: | Zeitschrift für Betriebswirtschaft
1999 : VOL. 69:5/6, p. 541-568 |
| Index terms: | ADVERTISING ADVERTISING AGENCIES ADVERTISING EXPENDITURE |
| Language: | ger |
| Abstract: | A clients choice of an advertising agency based on a compe- titive presentation is modeled under the assumption that the client either portrays a preference for a particular ad agency or is a priori indifferent between competitors. Other model assumptions allow for the ad agency to operate either under full capacity utilization or to have at its disposal underutilized capacity. The client chooses the number of participating advertising agencies as well as the compen- sation fee for agencies not receiving the contract. On ave- rage, increasing the number of concepts improves the effec tiveness of the best concept for an advertising campaign, but reduces overall effort by individual agencies. Expected profits increase the number of ad agencies participating in the competitive presentation despite the fact that expected profits decline with higher participation. |
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