A two-sided, empirical model of television advertising and viewing markets

Marketing Science

Volumn 27, Issue 3, 2008, Pages 356-378

  Wilbur, Kenneth C ^a  

^a UNIVERSITY OF SOUTHERN CALIFORNIA   (United States)

Author keywords

Advertising; Broadcasting; Demand estimation; Empirical industrial organization; Endogeneity; Entertainment marketing; Media; Television; Two sided markets

Indexed keywords

EID: 60849112603     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.1070.0303     Document Type: Article

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