nep-mkt New Economics Papers
on Marketing
Issue of 2008‒02‒09
seven papers chosen by
Joao Carlos Correia Leitao
University of the Beira Interior
  1. Price Discrimination and Audience Composition in Advertising-Based Broadcasting By Roberto Roson
  2. Do Tobacco Bans Harm the Advertising Industry? By Tom Coupe; Olena Gnezdilova
  3. Strategic Firms and Endogenous Consumer Emulation By Philipp Kircher; Andrew Postlewaite
  4. The Impact of Temperature Change on Energy Demand a Dynamic Panel Analysis By Roberto Roson; Enrica de Cian; Elisa Lanzi
  5. Heterogeneity in Consumer Demands and the Income Effect: Evidence from Panel Data By Mette Christensen
  6. TOWARD IMPROVED MARKETING AND TRADE POLICIES TO PROMOTE HOUSEHOLD FOOD SECURITY IN CENTRAL AND SOUTHERN MOZAMBIEQUE: 2007 UPDATE By Duncan Boughton; David Tschirley; Danilo Abdula
  7. Optimal Fees in Internet Auctions By Alexander Matros; Andriy Zapechelnyuk
  1. By: Roberto Roson (Department of Economics, University Of Venice Cà Foscari)
    Abstract: Traditionally, media like TV and radio, but also the Internet, have been characterized by free access (by consumers having the necessary hardware), with services supported through advertising revenues. Profitability in these markets depends on the capability of attracting audience. Strategic choices, however, also depend on the relationship with the dual market for advertising services. In this paper, a model is introduced, which has two distinguishing features. First, the multidimensional nature of competition in media markets is acknowledged, through explicit modeling of vertical and horizontal differentiation. Second, the price of advertising depends on the expected audience composition, not simply on its magnitude. It also depends on the broadcasters' capability of effectively price-discriminate among advertising customers. It is found that market equilibria depend on a number of critical factors: the amount and type of price discrimination in advertising, the correlation between formats and audience composition, the relative profitability of the different market segments, and diseconomies of scale in program quality.
    Keywords: Advertising, Media Industries, Broadcasting, Price Discrimination, Television, Radio, Differentiation..
    JEL: L82 M37
    Date: 2007
    URL: http://d.repec.org/n?u=RePEc:ven:wpaper:2007_07&r=mkt
  2. By: Tom Coupe (Kyiv School of Economics and Kyiv Economics Institute); Olena Gnezdilova (Kyiv Economics Institute)
    Abstract: We use panel data on advertising expenditures to check the influence of tobacco advertising bans on the advertising industry. We find no clear evidence of a negative effect of tobacco bans on total per capita advertising expenditures.
    Keywords: Tobacco advertising ban
    JEL: H83
    Date: 2008–01
    URL: http://d.repec.org/n?u=RePEc:kse:dpaper:4&r=mkt
  3. By: Philipp Kircher (Department of Economics, University of Pennsylvania); Andrew Postlewaite (Department of Economics, University of Pennsylvania)
    Abstract: Better informed consumers may be treated preferentially by firms since their consumption serves as a quality signal for other customers. For normal goods this results in wealthy individuals being treated better than poor individuals. We investigate this phenomenon in an equilibrium model of social learning with heterogeneous consumers and firms that act strategically. Consumers search for high quality firms and condition their choices on observed actions of other consumers. When they observe consumers who are more likely to have identified a high quality firm, uninformed individuals will optimally emulate those consumers. One group of consumers arises endogenously as “leaders” whose consumption behavior is emulated. Follow-on sales induce firms to give preferential treatment to these lead consumers, which reinforces their learning.
    Keywords: Search, social learning, consumption signalling
    JEL: L15 D83
    Date: 2008–01–02
    URL: http://d.repec.org/n?u=RePEc:pen:papers:08-003&r=mkt
  4. By: Roberto Roson (Department of Economics, University Of Venice Cà Foscari); Enrica de Cian (FEEM; Department of Economics, University Of Venice Cà Foscari); Elisa Lanzi (FEEM)
    Abstract: This paper presents an empirical study of energy demand, in which demand for a series of energy goods (Gas, Oil Products, Coal, Electricity) is expressed as a function of various factors, including temperature. Parameter values are estimated econometrically, using a dynamic panel data approach. Unlike previous studies in this field, the data sample has a global coverage, and special emphasis is given to the dynamic nature of demand, as well as to interactions between income levels and sensitivity to temperature variations. These features make the model results especially valuable in the analysis of climate change impacts. Results are interpreted in terms of derived demand for heating and cooling. Non-linearities and discontinuities emerge, making necessary to distinguish between different countries, seasons, and energy sources. Short- and long-run temperature elasticities of demand are estimated.
    Keywords: Advertising, Media Industries, Broadcasting, Price Discrimination, Television, Radio, Differentiation..
    JEL: L82 M37
    Date: 2007
    URL: http://d.repec.org/n?u=RePEc:ven:wpaper:2007_06&r=mkt
  5. By: Mette Christensen
    Date: 2007
    URL: http://d.repec.org/n?u=RePEc:man:sespap:0714&r=mkt
  6. By: Duncan Boughton (Department of Agricultural Economics, Michigan State University); David Tschirley; Danilo Abdula
    Abstract: As indicated by the title, this paper is an update of Research Paper 60E. While some of the wording and material are very similar to that paper, this new paper updates nearly all figures, and also deals in more detail with selected topics. Of special focus in this paper is demonstrating, explaining the reasons for, and assessing the importance of the very high prices of food staples in Mozambique. Mozambique’s food production and marketing system faces a huge set of challenges now and over the next decade, driven by structural constraints, population and income growth, and a rapidly rising urban share of population. We examine this challenge through the lens of the country’s primary staple, maize, focusing primarily on the central and southern regions of the country.
    Keywords: food security, food policy, Mozambique, marketing, trade
    JEL: Q18
    Date: 2007
    URL: http://d.repec.org/n?u=RePEc:msu:icpwrk:mz-minag-rr-62e&r=mkt
  7. By: Alexander Matros (University of Pittsburgh); Andriy Zapechelnyuk (Kyiv School of Economics)
    Abstract: An auction house runs a second-price auction with a possibility of resale through re-auctions. It collects listing and closing fees from the seller. We find the fees which maximize the revenue of the auction house. In particular, we show that the optimal listing fee is zero. Our findings are consistent with the policies of eBay, Amazon, Yahoo, and other Internet auctions.
    Keywords: Internet auctions, auctions with resale, auction house, listing fee, closing fee
    JEL: D44 C78 D82
    Date: 2008–01
    URL: http://d.repec.org/n?u=RePEc:kse:dpaper:3&r=mkt
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