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Advertising efficiency and the choice of media mix: a case of beer

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  • Fare, Rolf
  • Grosskopf, Shawna
  • Seldon, Barry J.
  • Tremblay, Victor J.
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    File URL: http://www.sciencedirect.com/science/article/B6V8P-4BBMV3K-1/2/5f99f9b3ce3f79c9c0361db4903b942b
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    Bibliographic Info

    Article provided by Elsevier in its journal International Journal of Industrial Organization.

    Volume (Year): 22 (2004)
    Issue (Month): 4 (April)
    Pages: 503-522

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    Handle: RePEc:eee:indorg:v:22:y:2004:i:4:p:503-522

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    Web page: http://www.elsevier.com/locate/inca/505551

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    References

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    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
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    1. Mark J. Roberts & Larry Samuelson, 1988. "An Empirical Analysis of Dynamic, Nonprice Competition in an Oligopolistic Industry," RAND Journal of Economics, The RAND Corporation, vol. 19(2), pages 200-220, Summer.
    2. Fare, Rolf & Grosskopf, Shawna, 1985. " Nonparametric Cost Approach to Scale Efficiency," Scandinavian Journal of Economics, Wiley Blackwell, vol. 87(4), pages 594-604.
    3. Slade, Margaret E, 1995. "Product Rivalry with Multiple Strategic Weapons: An Analysis of Price and Advertising Competition," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 4(3), pages 445-76, Fall.
    4. Pritchett, James G. & Liu, Donald J. & Kaiser, Harry M., 1998. "Optimal Choice Of Generic Milk Advertising Expenditures By Media Outlet," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 23(01), July.
    5. Alvin Silk & Lisa Klein & Ernst Berndt, 2002. "Intermedia Substitutability and Market Demand by National Advertisers," Review of Industrial Organization, Springer, vol. 20(4), pages 323-348, June.
    6. Tremblay, Victor J, 1985. "Strategic Groups and the Demand for Beer," Journal of Industrial Economics, Wiley Blackwell, vol. 34(2), pages 183-98, December.
    7. Stephen Farr & Carol Horton Tremblay & Victor Tremblay, 2001. "The Welfare Effect of Advertising Restrictions in the U.S. Cigarette Industry," Review of Industrial Organization, Springer, vol. 18(2), pages 147-160, March.
    8. Leibenstein, Harvey, 1973. "Competition and X-Efficiency: Reply," Journal of Political Economy, University of Chicago Press, vol. 81(3), pages 765-77, May-June.
    9. Porter, Michael E, 1976. "Interbrand Choice, Media Mix and Market Performance," American Economic Review, American Economic Association, vol. 66(2), pages 398-406, May.
    10. Seldon, Barry J. & Jung, Chulho, 1993. "Derived demand for advertising messages and substitutability among the media," The Quarterly Review of Economics and Finance, Elsevier, vol. 33(1), pages 71-86.
    11. Henry W. Kinnucan & Yuliang Miao, 1999. "Media-specific returns to generic advertising: The case of catfish," Agribusiness, John Wiley & Sons, Ltd., vol. 15(1), pages 81-99.
    12. Seldon, Barry J. & Jewell, R. Todd & O'Brien, Daniel M., 2000. "Media substitution and economies of scale in advertising," International Journal of Industrial Organization, Elsevier, vol. 18(8), pages 1153-1180, December.
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    Cited by:
    1. Lindstädt, Nadine & Budzinski, Oliver, 2012. "Newspaper vs. online advertising - Is there a niche for newspapers in modern advertising markets?," Ilmenau Economics Discussion Papers 73, Ilmenau University of Technology, Institute of Economics.
    2. Gomes, Orlando, 2006. "The dynamics of television advertising with boundedly rational consumers," MPRA Paper 2847, University Library of Munich, Germany.
    3. Michael Vardanyan & Victor J. Tremblay, 2006. "The measurement of marketing efficiency in the presence of spillovers: theory and evidence," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 27(5), pages 319-331.
    4. Karagiannis, Giannis, 2012. "More on the Fox paradox," Economics Letters, Elsevier, vol. 116(3), pages 333-334.
    5. Natsuko Iwasaki & Barry Seldon & Victor Tremblay, 2008. "Brewing Wars of Attrition for Profit (and Concentration)," Review of Industrial Organization, Springer, vol. 33(4), pages 263-279, December.

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