M37 - AdvertisingReturn

This paper uses panel data from the German car industry for the estimation of parameters of a demand equation applying different statistical methodologies and paying special attention to advertising variables. Two important conclusions can be drawn. First, advertising plays an important role in this market but its effectiveness depends on its form and type of message; and second, the marketing policy of a firm has to take into account the size of its cars.

In this paper I study the behavior of two TV broadcasters on a market where viewers perpetually make a decision whether to watch TV and which TV channel to watch. Both broadcasters optimally allocate time periods where their TV program is replaced by advertising. While TV programs represent broadcaster's costs, commercials bring in revenue that is proportional to the audience reach. I assume that viewers choose among products and the outside option following a Markov process where probabilities of transition reflect various attractiveness of the products. Given symmetrical positions of the broadcasters, I prove that their optimal strategy is to put their commercial breaks into the same or very close times. In the case when commercials overlap perfectly, both broadcasters are better off if they fragment their breaks into shorter breaks keeping the total amount of commercial time the same.