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| Tekijä: | Shachar, R. Anand, B. N. |
| Otsikko: | The effectiveness and targeting of television advertising |
| Lehti: | Journal of Economics & Management Strategy
1998 : FALL, VOL. 7:3, p. 363-396 |
| Asiasana: | TELEVISION ADVERTISING EFFECTIVENESS |
| Vapaa asiasana: | TARGETING |
| Kieli: | eng |
| Tiivistelmä: | The expenditures on advertisements by TV networks are similar to what is predicted by a simple model of profit maximization by the networks. Exposure to a maximum of four tune-ins for a show has a dramatic effect on an individual decision to watch the show. The effectiveness of advertising differs between specials and regular shows. Since the main difference between these kinds of shows is in the prior information that individuals possess about each, this result is indicative of informational content in advertising. |
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