Price Dispersion and Legacy Discounts in the National Television Advertising Market

IF 4 2区管理学 Q2 BUSINESS

Marketing Science Pub Date : 2023-06-06 DOI:10.1287/mksc.2023.1442

Sylvia Hristakeva, Julie Holland Mortimer

引用次数: 0

Abstract

We document dispersion in firms’ costs to advertise nationally, finding that advertisers with established relationships receive favorable prices for equivalent ad inventories.

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全国电视广告市场的价格分散与遗留折扣

我们记录了公司在全国范围内做广告成本的分散情况，发现拥有既定关系的广告商在同等的广告库存中获得优惠价格。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Marketing Science BUSINESS-

CiteScore

8.60

自引率

10.00%

发文量

期刊介绍： Marketing Science is a publication of the Institute for Operations Research and the Management Sciences (INFORMS) publication (SSCI indexed). We invite authors to submit for peer review their best marketing-oriented research. We accept many types of manuscripts. Please consider us as an author-friendly outlet for your research. We are THE premier journal focusing on empirical and theoretical quantitative research in marketing. Marketing Science promises to provide constructive, fair, and timely reviews with the goal of identifying the best submissions for publication. Topics covered in Marketing Science include the following: -Advertising- Buyer Behavior- Channels- Competitive Strategy- Forecasting- Marketing Research- New Product Development- Pricing and Promotions- Sales Force Management- Segmentation- Services Marketing- Targetability.