Correcting audience externalities in television advertising

Marketing Science

Volumn 32, Issue 6, 2013, Pages 892-912

  Wilbur, Kenneth C ^a   Xu, Linli ^b   Kempe, David ^c  

^a UNIVERSITY OF CALIFORNIA   (United States)

^b UNIVERSITY OF MINNESOTA   (United States)

^c University of Southern California ^*  (United States)

Author keywords

Advertising; Advertising avoidance; Externalities; Media; Pricing; Television

Indexed keywords

EID: 84888082137     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.2013.0807     Document Type: Article

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