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1.
Abstract This study considers a model of a TV oligopoly where TV channels transmit advertising and viewers dislike such commercials. It is shown that advertisers make a lower profit the larger the number of TV channels. If TV channels are sufficiently close substitutes, there will be underprovision of advertising relative to social optimum. This study also finds that the more viewers dislike ads, the more likely it is that welfare is increasing in the number of advertising-financed TV channels. A publicly owned TV channel can partly correct market distortions, in some cases, by having a larger amount of advertising than private TV channels. It may even have advertising in cases where advertising is wasteful per se. 相似文献
2.
This article establishes a 2-sided media market in which readers have heterogeneous beliefs, media outlets choose their reporting biases, and advertisement prices are determined by bargaining between media outlets and advertisers. The authors have shown that the presence of advertisers strengthens the reporting bias. The bias is increasing in the advertisers' bargaining power and is generally stronger if the advertisers can advertise in multiple outlets. Finally, the authors present an extension of the model on the formation of joint operating agreements for advertising sales among competing newspapers and show that the media bias will be mitigated. 相似文献
3.
This article studies a television market where operators can sell access to programs and to advertising time. First, we determine the retail prices paid by viewers and advertisers to a monopoly platform when there are externalities between these two markets. We compare the prices that an unregulated platform would establish with the welfare maximizing prices. Second, we obtain the access charge that an independent programmer should pay to a television platform for using one of his channels. We show that the optimal access charge takes into account the direct cost of access and the platform's opportunity costs in the viewer and advertiser markets, which are affected by the externalities between the two markets. 相似文献
4.
《Mass Communication and Society》2013,16(2):175-190
This study explores how consumers react to advertisers' attempts to influence editorial content of media. Two practices are explored: complementary editorial (magazines giving editorial mentions to advertisers' products or services) and attempts at content censorship. Specifically, the study looks at how adult female readers of women's magazines make sense of the 2 aforementioned practices. Findings indicate that women believe editorial mentions of advertisers' products and services can be useful. Based on what the women in this study stated, attempts by advertisers to prevent media content from being published has greater potential to damage the credibility of both the advertiser and the magazine. Participants drew a basic distinction between the practices of complementary editorial and advertiser influence to prevent content: Editorial provides information, but advertiser influence to prevent content denies information. 相似文献
5.
Young children's limited ability to recognize and defend against commercial messages has led to numerous concerns about advertising that targets child‐viewers. Industry self‐regulation of child‐oriented advertising content is one response to those concerns. With the demise of the National Association of Broadcasters Code in 1982, guidelines maintained by the Children's Advertising Review Unit (CARU) of the National Council of Better Business Bureaus comprise the only industry‐wide self‐regulation. This study evaluates the extent of compliance with the CARU standards across a sample of over 10,000 ads directed to children. The results indicate a high overall rate of adherence to the guidelines. Two problem areas emerged which accounted for most of the violations observed: ads that featured premium offers, and ads for recorded telephone message services. The findings are discussed in terms of their implications for the child audience. 相似文献
6.
Advertising has an important role in the media industry. In a context where advertising generates a negative externality for viewers, this article analyzes the factors explaining ad prices in free TV empirically. This article also considers the participation of government-owned broadcasters in the Spanish market. This study finds that private ownership is associated with higher advertising prices. The results show a positive relation between audience size and ad price and a negative relation between ad price and advertising time. In addition, this study finds that higher prices are associated with the percentage of the population between 14 and 29 years old and the regional gross domestic product per capita in the broadcast area. 相似文献
7.
Amy Jo Coffey 《媒体管理杂志》2013,15(2):81-90
Abstract In what has become an increasingly multilingual United States, growing numbers of television advertisers have begun targeting foreign language speakers. Because of the increased cost and effort in crafting unique ad campaigns, however, the factors behind this investment decision are explored. Using an online survey, advertisers (N?=?1,150) were asked how they valued various demographic audience traits as they considered potential target markets. T tests revealed significant differences between foreign language and non-foreign language advertisers' audience preferences. Logistic regression showed that, contrary to previous audience valuation findings, household income was not a primary factor in foreign language audience investment decisions. Rather, advertisers who valued household income more were less likely to invest in foreign language audiences in the United States, with language dependency and cultural traits predicting a greater likelihood of investment. The Audience Investment by Isolation Model is offered, which can help explain the investment decision-making process by advertisers as they weigh demographic audience traits, audience isolation strategies, and costs. 相似文献
8.
《Journal of Media Economics》2013,26(4):29-45
A survey of 131 advertisers in the markets of six small daily newspapers revealed that the majority of advertisers were unknowledgeable about advertising conditions in their markets and that the majority of advertisers believed small dailies compete with other media for their advertising dollars. Unlike run-of-press (ROP) and local advertisers, insert and national advertisers tended to be knowledgeable about advertising. ROP advertisers cited both broadcast and other forms of print as competitors to dailies. Insert advertisers cited only other delivery vehicles as competitors. 相似文献
9.
分析图书馆学情报学期刊广告媒体的五大优势:独特价值的信息源、艺术价值高、时效性长、具有可信度、多方面的经济效益,提出 我国图书馆学情报学期刊开展广告经营的有效策略:取得期刊广告经营许可证、办好刊物吸引广告、围绕其学术内容开展专题广告创意、提高广 告设计制作水平、成立广告经营部、多途径拓展广告业务、以优质服务树立刊物声誉等。 相似文献
10.
While media and journalism studies focus on advertising pressures on news producers, media pressures on advertisers are overlooked. The present study is the first to analyze media pressures on advertisers and the ways in which all participants interpret the phenomenon. This study used ethnographic methods to study 10 Slovenian television stations and 10 corporate marketing departments, as well as in-depth interviews with key actors. The research showed that television advertising practitioners and journalists exert pressure on advertisers to pay for news that either promotes products/services or suppresses information that reflects badly on advertisers. 相似文献
11.
Meghan Dougherty 《广播与电子媒介杂志》2013,57(3):435-437
This study examines gender role and sexual content in television advertising messages, and the cognitive elaborations of adolescents processing these messages. Adolescents viewed and commented on television advertisements of beer and non-beer products in the contexts of sports and entertainment programming. Results found that a majority of the ads contained traditional gender role content. Fewer ads combined sexual with traditional gender role content. The adolescents' comments criticized female imagery, while their comments on male portrayals were relatively neutral. More than half the respondents challenged ad content, including product claims, realism, and production techniques, with females counterarguing more than males. 相似文献
12.
This study presents the results of a laboratory experiment that considers the implications of adding interactivity to branded in-program overlays, essentially creating a new model of advertising. The results demonstrate the viability of this new model. Interactive branded overlays generate a substantial amount of interactive response and have no adverse effects on the program's viewing experience. However, because program interactivity distracts viewers from their primary goal, processing program content, interactive overlays are perceived as intrusive, and the response rate to in-program triggers is lower than that for interactive ads within the ad break. We show that by carefully combining in-program interactive banners with program-related trivia banners, perceived intrusiveness, and negative spillover effects on the viewing experience can be minimized. Program interactivity was perceived as less intrusive, and was therefore more effective, in the context of a program featuring high- rather than low-prominence product placement. Implications and future research directions are discussed. 相似文献
13.
《Mass Communication and Society》2013,16(4):347-350
A content analysis examined how well alcohol ads from televised sporting events adhered to self-regulatory advertising guidelines. Although nearly every ad followed the guidelines literally, there were numerous instances of strategically ambiguous content that could be interpreted as violating the guidelines' spirit. For example, a joke about designated drivers hinted at drunkenness without explicitly showing it, and many ads showed drinking as well as risky activities like driving or swimming, although not necessarily occurring simultaneously. The study also confirmed that alcohol ads are common in televised sporting events, and that the most frequent themes are humor, friendship, sex, and romance, a potentially troubling finding given that beliefs about the social benefits of alcohol predict drinking in young people. These findings suggest that alcohol advertising might contribute to the formation of expectancies in young people, and that current self-regulation may not be an effective way to prevent alcohol advertising from appealing to people under the age of 21. 相似文献
14.
Kenneth C. Wilbur 《Journal of Media Economics》2016,29(2):51-72
This article proposes a new measure of television advertising avoidance, the Passive/Active Zap (PAZ), as an occurrence of a set-top box switching channels during a commercial break after at least 5 min of inactivity prior to the break. Twenty-seven percent of eligible commercial breaks are interrupted by a PAZ. A proportional hazards model is applied to a unique dataset to estimate the impact of advertising content and commercial break characteristics on PAZ behavior. The results show that advertising avoidance is negatively associated with movie ads and positively associated with advertising for websites, auto insurance and women’s clothing. Ad avoidance also tends to rise with repeated exposures to the same ad creative, advertising aired on general-interest television networks, later hours of the evening, and rainfall. 相似文献
15.
Frank E. Dardis Ph.D. Fuyuan Shen Ph.D. Heidi Hatfield Edwards Ph.D. 《Mass Communication and Society》2013,16(1):24-42
Prior research has indicated that exposure to negative political advertising can foster among individuals feelings of alienation, distrust, and apathy toward government or the political process. However, investigation regarding the amount of exposure to such advertising and the form in which it is presented remains scant. This experimental study examined the impact of ad type (character based vs. issue based) and amount of advertising exposures on individuals' cynicism and perceived self-efficacy in relation to the government. Results indicated that issue-based attack ads aired during the 2004 presidential election led to greater cynicism and lower self-efficacy than did character-based attack ads. A significant interaction revealed that the difference on the self-efficacy measure was greatest at the highest exposure level, indicating that continual exposure to ads dealing with governmental policies may nurture the perception that the political process is overly complex, which subsequently can decrease individuals' beliefs that they can make a difference. 相似文献
16.
Newspaper advertising expenditures depend more strongly on economic development than advertising spent in other media. Gross domestic product (GDP), therefore, predicts ad spending better in countries where newspapers are an important advertising medium. GDP also predicts ad spending better in countries where a larger proportion of GDP is spent on advertising. Intermedia competition, on the other hand, has little impact. In conclusion, the authors propose to distinguish three advertising cultures where ad spending follows economic development in different ways. 相似文献
17.
The authors considered a model of commercial television market with advertising with probabilistic viewer choice of channel, where private broadcasters may coexist with a public television broadcaster. The broadcasters influence the probability of getting viewer attention through the amount that they spend on programming, so that their advertising capacity depends on their own program outlays as well as on those of their competitors. A larger number of broadcasters will reduce overall capacity even when total program outlays are kept fixed, because the attention of viewers is split among a larger number of channels. The authors derive properties of equilibrium in an oligopolistic market with private broadcasters and show that the number of firms has a negative effect on overall advertising and viewer satisfaction. If there is a public channel that also sells advertisements but does not maximize profits, this will have a positive effect on advertiser and viewer satisfaction. 相似文献
18.
Compared to previous research studying movie advertising focusing on traditional advertising, this study introduce location-based ads (LBA), an important new media advertising, to raise limited coverage of traditional movie advertising. This study explores the role of LBA in generating ticket sales dynamically and compares it with that of pop-up window ads (PWA). Using daily aggregate cinema sales data on about three million consumers, developed time-series models reveal that (a) LBA can affect ticket sales in short and long terms, and its sales impact can last for 9 days across audience segments; (b) compared to low involvement audience segments, sales impact of LBA is 15 times larger for high involvement audience segment in long term; (c) ticket sales impact of LBA are cumulatively 3 times and 47 times stronger than those of PWA in low involvement audience segment and high involvement audience segment, respectively. 相似文献
19.
This experiment (N = 198), conducted just before the 2008 presidential election, set out to examine the effects of tone and sponsorship in current political advertising, the first such study since campaign law began requiring candidates to approve their ads explicitly. In another first, we also examined the role of reactance in responses to political advertising. With regard to tone, positive ads received higher ad evaluation and cognitive response valence scores and less reactance than negative ads, but negative ads led to a greater likelihood of turning out to vote. Moreover, those without a strong candidate preference were more likely to vote for a candidate supported by a negative ad. Sponsorship had little effect on its own, but there were some intriguing interactions with political knowledge such that high-knowledge respondents had less reactance and lower opponent ratings, whereas moderate-knowledge respondents had the opposite reaction. We also found that reactance appears to play a major role in the effects of political advertising. It was associated directly with more negative cognitive responses, ad, and candidate evaluations and indirectly with lower intention to vote for the candidate supported by the ad, but it had no relationship with intent to turn out to vote. 相似文献
20.
《Journalism Practice》2013,7(4):377-391
In the current economic environment, message synergy may result in a perceptible manifestation of ownership's impact on media content. That influence raises ethical issues: journalistic independence and access to the media marketplace for a variety of messages. This project analyzes the “soft news” content of the two most popular morning television news shows, The Today Show and Good Morning America during November 2007 sweeps. The analysis demonstrates that “soft news” story topic selection appears to be strongly influenced by economic connections to the parent corporation. The potential impact of this distortion of the cultural public sphere for journalists, viewers, creative artists and advertising at the institutional level are analyzed. The wages of synergy include a restriction of journalistic autonomy, confining viewers to a role that is exclusively consumption oriented, and, at the institutional level, jeopardizing the credibility of news programming which could have a long-term impact on advertising revenues. 相似文献