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Effectiveness Of Coop Advertising Programs In Competitive Distribution Channels

Author

Listed:
  • SALMA KARRAY

    (Faculty of Business & IT, University of Ontario Institute of Technology, 2000 Simcoe Street North, Oshawa (Ontario) Canada L1H 7K4, Canada)

  • GEORGES ZACCOUR

    (GERAD & Marketing Department, HEC Montréal, 3000, Chemin de la Côte-Sainte-Catherine, Montréal (Québec) Canada H3T 2A7, Canada)

Abstract

We propose a model of retail promotions for competitive distribution channels and investigate whether cooperative advertising programs are profitable for such channels. While previous studies showed that coop programs increase total channel profits in bilateral monopolies, no evidence of such a result has been provided for channels where competition is present at the manufacturing and the retailing levels. In this paper, we consider a distribution channel formed by two manufacturers and two retailers and propose a model that accounts for brand and store substitution effects generated by the retailer's promotional efforts. The efficiency of the coop plan is investigated by comparing equilibria of four non-cooperative games; one where manufacturers do not offer any promotional support to the retailers, one where manufacturers do offer such a support and two scenarios where in turn only one manufacturer is offering such program. We show that when competition is introduced, coop ad programs may be due to a prisonner's dilemma situation for the manufacturers. The benefit for retailers and consumers is also assessed.

Suggested Citation

  • Salma Karray & Georges Zaccour, 2007. "Effectiveness Of Coop Advertising Programs In Competitive Distribution Channels," International Game Theory Review (IGTR), World Scientific Publishing Co. Pte. Ltd., vol. 9(02), pages 151-167.
  • Handle: RePEc:wsi:igtrxx:v:09:y:2007:i:02:n:s0219198907001333
    DOI: 10.1142/S0219198907001333
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    More about this item

    Keywords

    Distribution channels; cooperative advertising; promotion; prisonner's dilemma;
    All these keywords.

    JEL classification:

    • B4 - Schools of Economic Thought and Methodology - - Economic Methodology
    • C0 - Mathematical and Quantitative Methods - - General
    • C6 - Mathematical and Quantitative Methods - - Mathematical Methods; Programming Models; Mathematical and Simulation Modeling
    • C7 - Mathematical and Quantitative Methods - - Game Theory and Bargaining Theory
    • D5 - Microeconomics - - General Equilibrium and Disequilibrium
    • D7 - Microeconomics - - Analysis of Collective Decision-Making
    • M2 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics

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