LECTURE 8: EMPIRICAL STUDIES OF ADVERTISING. AEM 4550: Economics of Advertising Prof. Jura Liaukonyte. 1964. 1970. Cigarette Advertising on TV. All US tobacco companies advertised heavily on TV Surgeon General issues official warning Cigarette smoking may be hazardous
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AEM 4550:Economics of AdvertisingProf. Jura Liaukonyte
1970Cigarette Advertising on TV
If you are advising Reynolds, what strategy do you recommend?
Advertise is strictly dominant forReynoldsif:
If you have a dominant strategy, use it.
Expect your opponent to use her dominant strategy if she has one.
NETWORKS SELL THEIR TIME IN 3 STAGES:
The Upfront Market
The Scatter Market
The Opportunistic Market