search query: @author Dukes, A. / total: 3
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| Author: | Gal-Or, E. Dukes, A. |
| Title: | Minimum Differentiation in Commercial Media Markets |
| Journal: | Journal of Economics & Management Strategy
2003 : FALL, VOL. 12:3, p. 291-326 |
| Index terms: | ADVERTISING MEDIA RESEARCH MEDIA SELECTION MODELS |
| Language: | eng |
| Abstract: | The authors examine a model of locational choice in commercial media markets. Commercial media (stations) compete for audiences with their choice of programming variety in order to attract advertising revenues from advertisers. These advertisers (producers) compete in a differentiated product market and rely on advertising to inform consumers about their product. The authors use the model to show that media have incentives to minimize the extent of differentiation between them. This incentive is an implication of the assumed role of advertising as information and as an ultimate nuisance to the audience. |
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