{"title":"全国电视广告市场的价格分散与遗留折扣","authors":"Sylvia Hristakeva, Julie Holland Mortimer","doi":"10.1287/mksc.2023.1442","DOIUrl":null,"url":null,"abstract":"We document dispersion in firms’ costs to advertise nationally, finding that advertisers with established relationships receive favorable prices for equivalent ad inventories.","PeriodicalId":48382,"journal":{"name":"Marketing Science","volume":"39 1","pages":"0"},"PeriodicalIF":4.0000,"publicationDate":"2023-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Price Dispersion and Legacy Discounts in the National Television Advertising Market\",\"authors\":\"Sylvia Hristakeva, Julie Holland Mortimer\",\"doi\":\"10.1287/mksc.2023.1442\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"We document dispersion in firms’ costs to advertise nationally, finding that advertisers with established relationships receive favorable prices for equivalent ad inventories.\",\"PeriodicalId\":48382,\"journal\":{\"name\":\"Marketing Science\",\"volume\":\"39 1\",\"pages\":\"0\"},\"PeriodicalIF\":4.0000,\"publicationDate\":\"2023-06-06\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Marketing Science\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1287/mksc.2023.1442\",\"RegionNum\":2,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Marketing Science","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1287/mksc.2023.1442","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
Price Dispersion and Legacy Discounts in the National Television Advertising Market
We document dispersion in firms’ costs to advertise nationally, finding that advertisers with established relationships receive favorable prices for equivalent ad inventories.
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.
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