Pricing power in advertising markets: Theory and evidence (Record no. 525954)
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| fixed length control field | 01035nam a22001457a 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 240426b ||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Gentzkow, Matthew |
| 245 ## - TITLE STATEMENT | |
| Title | Pricing power in advertising markets: Theory and evidence |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication, distribution, etc | The American Economic Review |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 114(2), Feb, 2024: p.500-233 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | Existing theories of media competition imply that advertisers will pay a lower price in equilibrium to reach consumers who multi-home across competing outlets. We generalize and extend this theoretical result and test it using data from television and social media advertising. We find that the model is a good match, qualitatively and quantitatively, to variation in advertising prices across demographic groups, outlets, platforms, and over time. We use the model to quantify the effects of competition within and across platforms.- Reproduced https://www.aeaweb.org/articles?id=10.1257/aer.20220943 |
| 773 ## - HOST ITEM ENTRY | |
| Main entry heading | The American Economic Review |
| 906 ## - LOCAL DATA ELEMENT F, LDF (RLIN) | |
| Subject DIP | MASS MEDIA |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Item type | Articles |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Permanent location | Current location | Date acquired | Serial Enumeration / chronology | Barcode | Date last seen | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Indian Institute of Public Administration | Indian Institute of Public Administration | 2024-04-26 | 114(2), Feb, 2024: p.500-233 | AR131747 | 2024-04-26 | Articles |