World Library  

Add to Book Shelf
Flag as Inappropriate
Email this Book

A Game Theory Model of Celebrity Endorsements

By Hertzendorf, Mark N.

Click here to view

Book Id: WPLBN0000156295
Format Type: PDF eBook
File Size: 3.6 MB
Reproduction Date:
Full Text

Title: A Game Theory Model of Celebrity Endorsements  
Author: Hertzendorf, Mark N.
Language: English
Subject: Trade, Import and export controls, Federal Trade Commission (U.S.)
Collection: Economics Publications Collection
Subcollection: Federal Trade Commission
Publication Date:
Publisher: Government Printing Office

Government Reference Publication

Abstract: Since Milgrom and Roberts (1986) game theorists studying advertising have generally assumed that aggregate advertising expenditures are perfectly observed by consumers. In the real world, however, consumers see only a small fraction of the commercials aired by a given firm and typically do not view the firm's total advertising expenditure. This gives the firm an incentive to make sure that each commercial has as much impact as possible. The impact of a commercial may be enhanced through extravagant production costs, or by purchasing a celebrity endorsement.


Click To View

Additional Books

  • War Pictures Behind the Lines (by )
    Book Rating (3)
  • The Harvard Classics : Volume 4 (by )
    Book Rating (32)
  • The Back Bay - Its History and Developme... (by )
    Book Rating (3)
  • Milscap Telecommunication and Supplement... (by )
    Book Rating (1)
  • Symbology the Use of Symbols in Visual C... (by )
    Book Rating (2)
  • The American Missionaries in Greece : Ad... (by )
    Book Rating (3)
  • Compte-Rendu (by )
    Book Rating (118)
  • Supply Chain Management : New Directions... (by )
    Book Rating (60)
  • Prints and Visual Communication (by )
    Book Rating (1)
  • A Model of Software Project Management D... (by )
    Book Rating (3)
  • Cartels, Concerns and Trusts (by )
    Book Rating (155)
  • Industrial Robot 
    Book Rating (200)
Scroll Left
Scroll Right


Copyright © World Library Foundation. All rights reserved. eBooks from World Library are sponsored by the World Library Foundation,
a 501c(4) Member's Support Non-Profit Organization, and is NOT affiliated with any governmental agency or department.