Spillovers in Attribute Advertising

Q4 Business, Management and Accounting Review of Marketing Science Pub Date : 2016-06-01 DOI:10.1515/roms-2014-0020

Steven Schmeiser

引用次数: 3

Abstract

Abstract When firms advertise a vertically differentiated product attribute, they increase the weight consumers put on that attribute. This creates a spillover effect as one firm’s advertising can increase demand for other firms that also have the attribute. I develop a market share attraction model and find that as spillover increases, firms advertise less. Profit can be increasing or decreasing in spillover depending on the particular industry environment. Spillover lends a “public good” quality to advertising and firms free-ride in equilibrium. An advertising ban has an ambiguous effect on the profits of firms with the attribute, but always increases profits of firms without the attribute.

查看原文

微信好友朋友圈 QQ好友复制链接

本刊更多论文

属性广告的溢出效应

当企业对垂直差异化的产品属性进行广告宣传时，会增加消费者对该属性的重视程度。这就产生了一种溢出效应，因为一家公司的广告可以增加对其他具有该属性的公司的需求。我开发了一个市场份额吸引模型，并发现随着溢出效应的增加，企业的广告投放减少了。根据特定的产业环境，利润的外溢可以增加也可以减少。溢出效应给广告和公司带来了一种“公共产品”的性质，使它们在均衡中搭便车。广告禁令对具有该属性的企业的利润影响不明确，但对不具有该属性的企业的利润总是增加的。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文去求助

来源期刊

Review of Marketing Science Business, Management and Accounting-Marketing

CiteScore

1.10

自引率

0.00%

发文量

期刊介绍： The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and one-stop review of important marketing research across the field, past and present. Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer review process, this makes for quick dissemination.