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Additional resources for Advertising media planning
And Kevin M. Murphy (1993), "A Simple Theory of Advertising as a Good or Bad", Quarterly Journal of Economics 108, 941-964  Beebe, Jack H. (1977), "Institutional Structure and Program Choice in Television Markets", Quarterly Journal of Economics 91, 15-37  Bond, Eric W. and Keith J. Crocker (1991), "Smoking, Skydiving, and Knitting: The Endogenous Categorization of Risks in Insurance Markets with Asymmetric Information", Journal of Political Economy 99, 177-200  Chaudhri, Vivek (1998), "Pricing and E¢ ciency of a Circulation Industry: The Case of Newspapers", Information Economics and Policy 10, 59-76  Corden, W.
1 as vH ! vH 0 we have C SB ! C F B from Proposition 4. Also we know C F B As vH ! vH H H H Hence, for every SB ( ; v 0 < 1 there exists an " > 0 such that CH H ") H H CP for 0 CP ( ; vH < 1. "), which proves the statement. Taken together, Steps 1, 2, 4 and 5 prove the proposition for the case H L > 1. If this condition is not met, the high types will prefer …nancing of the pooling media product by price rather than advertising whenever values in CP change if 1. In this case, it may thus be that the equilibrium H P gets too low.
1967), "Daily Newspapers, Monopolistic Competition, and Economies of Scale", American Economic Review 57, 522-533  Rosse, James N. (1970), "Estimating Cost Function Parameters Without Using Cost Data: Illustrated Methodology", Econometrica 38, 256-275  Rosse, James N. ", Journal of Media Economics 13, 249-259  Spence, Michael and Bruce Owen (1977), ”Television Programming, Monopolistic Competition and Welfare”, Quarterly Journal of Economics 91, 103-126  Srinagesh, Padmanabhan and Ralph M.