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Advertising Pricing Models in Media Markets: Lump-Sum versus Per-Consumer Charges

Helmut M. Dietl, Markus Lang, Panlang Lin
2012 Social Science Research Network  
The pay media platform generates revenues from media consumers through subscription fees, while the free media platform generates revenues from charging advertisers either on a lump-sum basis (regime A  ...  Finally, in small media markets, social welfare is lower in regime A than B, while this is true in large media markets only if the media consumers' disutility from advertising is sufficiently high.  ...  However, neither of the three aforementioned papers explicitly models the advertising market nor compares the two different advertising pricing models (lump-sum versus per-consumer charges).  ... 
doi:10.2139/ssrn.2089043 fatcat:hmv3fixarfg77d6rradgpedfwa

Multisided media markets: Applying the theory of multisided markets to media markets

Nadine Lindstädt
2010 Zeitschrift für Wettbewerbsrecht  
This paper reviews the theory of multisided markets and subsequently applies it to media markets.  ...  Media markets recently have been identified as multisided markets. The application of the theory of multisided markets provides a better understanding of such markets.  ...  The answer depends on which effect outbalances the other one and cannot be answered in a lump sum (Dewenter & Haucap 2009: 44) .  ... 
doi:10.15375/zwer-2010-0104 fatcat:rghrtsnbazcgfc5ngwv5vpstli

Revenue Maximization in Customer-to-Customer Markets [chapter]

Shaolei Ren, Mihaela van der Schaar
2012 Lecture Notes of the Institute for Computer Sciences, Social Informatics and Telecommunications Engineering  
The success of a C2C market requires an appropriate pricing (i.e., transaction fee charged by the market owner) scheme that can maximize the market owner's revenue while encouraging customers to participate  ...  Then, by modeling sellers as self-interested agents making independent selling decisions, we show that for any transaction fee charged by the market owner, there always exists a unique equilibrium in the  ...  Investigating more sophisticated charging models (e.g., "pay-per-sale" plus lump-sum fee) is part of our ongoing research.  ... 
doi:10.1007/978-3-642-35582-0_16 fatcat:w47o5wyh3rbtxla656cmm65tzq

Endogenous Choice on Advertising Pricing of Media Platforms: Lump-Sum Fee vs. Proportional Fee

Lijun Pan
2014 Social Science Research Network  
Media platforms face the choice between lump-sum and proportional fees when they charge advertisers.  ...  If either the proportional fee or the lump-sum fee is feasible, the dominant strategy for both platforms is to charge advertisers a proportional fee.  ...  between a lump-sum fee and a proportional fee to advertisers and charge consumers a subscription (lump-sum) fee.  ... 
doi:10.2139/ssrn.2500218 fatcat:ei7ceww3sngs7hawvujfweceje

Marketing Articles in Review

William S. Penn, Stanley C. Hollander, Frank Meissner
1961 Journal of Marketing  
Yance’s model assumes that industrial prices change mainly in response to cost changes rather than as a result of changes in demand.  ...  Media/Scope, August, 1960, pp. 64-66. [J.E.M.] Media/Scope presents a carefully prepared checklist to use in planning the advertising budget.  ... 
doi:10.1177/002224296102500319 fatcat:4m3bwtqp2zc7de5ttec4b2ip7i

Research in Marketing

William S. Penn
1957 Journal of Marketing  
The first problem confronting advertisers is one of handling product prices in advertising at a time when the pricing and mark-up situation is crum- bling in a number of consumer-goods fields.  ...  The 290-million-dollar advertisers (7.8 per cent of the RESEARCH !N MARKETING 453 3,706 advertisers) spend 73.5 per cent of the two billion dollars placed in the eight media.  ... 
doi:10.1177/002224295702100411 fatcat:kmrzscqqova4voqn7ekhoihyp4

Marketing Research

William S. Penn
1958 Journal of Marketing  
Media advertising is relatively new in and a large number of Argentina, Argentinians are suspicious of the motives of advertisers.  ...  Ink, March 7 7° The article reports a survey of advertisers, media and farm economists to determine market oppor tunities in the 22,000,000 person farm market.  ... 
doi:10.1177/002224295802300116 fatcat:kqxsiscbnfgxjo3u3fyintlbky

Research Note—Quality Uncertainty and the Performance of Online Sponsored Search Markets: An Empirical Investigation

Animesh Animesh, Vandana Ramachandran, Siva Viswanathan
2010 Information systems research  
The authors especially thank the reviewers for excellent guidance in helping improve the work. Finally, the authors acknowledge Danny Jamal for his valuable research assistance.  ...  Traditional advertising formats adopt a pay-per-exposure pricing mechanism and require advertisers to pay a lump sum or fixed fee for a given number of impressions or exposure.  ...  In contrast, online sponsored search markets use a pay-for-performance pricing mechanism, where advertisers only pay for each received click, but are not charged for exposures.  ... 
doi:10.1287/isre.1080.0222 fatcat:urmrcv6wmje5pktptuwer32keq

Market Provision of Program Quality in the Television Broadcasting Industry

Panlang Lin
2011 The B.E. Journal of Economic Analysis & Policy  
This paper uses a simple model of duopoly competition to study the market provision of program quality offered by television broadcasters under three different regimes.  ...  We show that the broadcasters in regime 3 (but not in regimes 1 and 2) vertically differentiate their channel programs if, for a given level of advertising market profitability, viewers strongly or weakly  ...  Gal-Or and Dukes (2003) examined a model of location choice in commercial media markets 1 Although viewers are not subjected to a monetary charge, they are indirectly charged because they are forced to  ... 
doi:10.2202/1935-1682.2805 fatcat:qop5dkdgmvhlhepd6gvslc76ta

Network neutrality on the Internet: A two-sided market analysis

Nicholas Economides, Joacim Tåg
2012 Information Economics and Policy  
Each content provider may have to pay the platform a lump-sum fee equal to s to gain access to users.  ...  newspaper but advertisers may advertise in all newspapers).  ...  to cost margin for consumers is negative at k = 0 and positive at k = b/(a À b).  ... 
doi:10.1016/j.infoecopol.2012.01.001 fatcat:4fpi4uip5bd73akolw5iqwrugm

Toward a Monopoly Botnet Market

Zhen Li, Qi Liao
2014 Information Security Journal  
Using a model of market structure evolution, we identify key forces that affect the botnet market structure and propose possible ways such as defaming botnet entrants to reduce competition, which ultimately  ...  We argue that less competition in the botnet market is actually preferred. Our economic analysis suggests that monopoly reduces the overall market output of botnets.  ...  There is a lump-sum cost associated with entry, including the cost of acquiring botnet toolkits and command and control (C&C) channels.  ... 
doi:10.1080/19393555.2014.931488 fatcat:xkjxfrnhxfbf7b6o73ocukkfbm

Salience of carbon taxes in the gasoline market

Nicholas Rivers, Brandon Schaufele
2015 Journal of Environmental Economics and Management  
In our preferred model, a five cent increase in the market price of gasoline yields a 1.8% reduction in the number of litres of gasoline consumed in the short-run, while a five cent increase in the carbon  ...  increase in the market price of gasoline.  ...  Two lump-sum transfers were also included to protect low-income and rural households.  ... 
doi:10.1016/j.jeem.2015.07.002 fatcat:53xhhbyicrfhxnu3rcwvielqly

A global brand management roadmap

Aysegül Özsomer, Rajeev Batra, Amitava Chattopadhyay, Frenkel ter Hofstede
2012 International Journal of Research in Marketing  
These latter costs equal the prices per click that the search engine provider charges.  ...  We calculate the minimum required profit for the agency π min in each campaign as the sum of the prices per click at rank one of all 32 keywords in the campaign, times 2.  ...  Analysis of maximum differences between bids and prices paid To verify the appropriateness of the approximation of the price per click by the advertiser's bid (a frequent approximation; see Appendix  ... 
doi:10.1016/j.ijresmar.2012.01.001 fatcat:eygpyqk43bfmdailzp5i723t7u

Academic Journal Prices in a Digital Age: A Two-Sided Market Model

Mark J McCabe, Christopher M. Snyder
2007 The B.E. Journal of Economic Analysis & Policy  
We model journals as intermediaries linking authors with readers in a two-sided market.  ...  The paper contributes to the literature on two-sided markets in its analysis of free-entry equilibrium and modeling of product-quality certification.  ...  fees as per-reader or lump-sum turns out to be equivalent.  ... 
doi:10.2202/1935-1682.1627 fatcat:pccwjfw2onaprdw7so6umepm6y

Relationship and loyalty marketing [chapter]

Stowe Shoemaker, Camille Kapoor
2008 Handbook of Hospitality Marketing Management  
The study revealed that 28% of the 344 who spent more than 75 nights per year in hotels claimed that the feature 'was a good value for the price paid' and was important in the decision to stay in the same  ...  ., from consumer reports, image characteristics from advertising, packaging, word of mouth and usage experience' (p. 285).  ... 
doi:10.1016/b978-0-08-045080-3.50008-1 fatcat:gb6zsmkognajbkumx5ys7t6igu
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