Lecture 7

Lecture 7 - 4/25/2007 Advertising Media - I There are many...

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4/25/2007 1 Advertising Media - I • There are many different medias in which one can advertise: – Newspaper/Magazines –Radio 4/25/2007 –TV •Network • Local •Cable – Internet • Banner ads • Keyword search ads • emailing (bulk, yesmail.com) Advertising Media - II • Different medias differ considerably in the consumer segments that they can target. • The real key is to find the targeting that 4/25/2007 corresponds best to the market segments you anticipate selling to. • Thus, it is very important to know consumer demographics at different points on the demand curve. Other Issues • Advertising affecting both current and future demand. •Pulsing 4/25/2007 • Single source data • Ex-post advertising survey data
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4/25/2007 2 Product Design - I • Product design is another aspect of non-price competition. • Often one has a choice of what sort of 4/25/2007 characteristics you want your product to have. – Cars (Size, Horsepower, MPG)
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This note was uploaded on 09/03/2009 for the course ECON 106E taught by Professor Ackerberg during the Spring '08 term at UCLA.

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Lecture 7 - 4/25/2007 Advertising Media - I There are many...

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