Advertising in streaming video: An integrative literature review and research agenda

Streaming video (SV), such as YouTube, is a new media widely used nowadays. Nevertheless, there is a lack of knowledge about advertising in SV. In view of this, through a search in the rich depository of the Scopus database, this article presents the first integrative literature review about advertising in SV. Searching every article and conference paper related to the topic published until May 04, 2020, 59 studies were found and classified into two main topics: marketing studies (35), mostly focused on evaluating or exploring advertising in SV, and computational studies (24), focusing on the development of systems for the insertion of ads into SV. All knowledge present in these studies was summarized so that readers (both scholars and practitioners) could have easy access to the main contributions and information present in each study. Moreover, future research directions in six main themes are presented through a research agenda.     

Generic Advertising of Intermediate Goods: Theory and Evidence on Free Riding

We develop a model of generic advertising in the context of vertically dependent markets wherein producers of an intermediate good financially support, through voluntary contributions, a generic advertising campaign aimed at consumers of a final product. The Nash equilibrium is characterized by free riding on the part of upstream firms because of the nature of generic advertising, leading to its underprovision with respect to joint, industry-wide profit maximization. We test the model in the U.S. fluid milk industry focusing on the effects of generic advertising on the intermediate demand for milk, since dairy farmers support the generic advertising. Taking this approach, we find that generic advertising had a positive influence on farm-level demand for milk, but did not achieve joint profit maximization.     

幸福感、社会资本与代理成本

幸福感是社会学和经济学领域关注的热点问题,但较少研究幸福感对公司治理行为影响的经济后果。本文运用中国A股上市公司的经验数据,在对幸福感与代理成本的关系进行理论分析的基础上,首次检验了幸福感与代理成本之间的关系。研究发现:地区幸福感能够显著降低地方政府控制上市公司的代理成本,与之相反,地区幸福感加剧了民营控制上市公司的代理成本,并从幸福感的社会资本视角对地区幸福感与代理成本的关系进行了解读。本研究在一定程度上增进了企业代理成本问题的研究积累,研究结论对国民福利的公共政策和企业员工福利计划的制定具有一定的启示意义。     

Profitability and Media Advertising in Greek Food Manufacturing Industries

The effect of advertising intensity in four media(television, radio, newspapers and magazines) on profitability is examined in this paper. Aprofitability model is tested using a unique 1993–1996panel data set of 350 Greek food manufacturing firms.Fixed effects results for the full model show thatonly television advertising increases profitabilitysignificantly. The results for eight major foodcategories estimated separately show importantdifferences between consumer and producer groups;television advertising effects on profitability arepositive and significant only in the consumerindustries where television advertising intensity ishigh. These findings show that television is the onlymedia where persuasive advertising exists in Greekfood manufacturing firms.     

Advertising, Its Determinants, and Market Structure

This study derives a formal model of firm advertising behavior and applies it to the industry level to figure out the relationship between advertising and market structure. The firm advertising model shows that both consumer preference andfirm-specific advertising competence jointly determineprofit-maximizing advertising intensity. At the industry level, advertising intensity is represented multiplicatively by consumer preference and a measure of market structure, which reflects the joint distribution of the levels of advertising competence and market shares among firms. The new market structure measure suggests that those single-dimensional measures of market structure such as seller concentration and the Herfindahl index are inadequate in explaining interindustry differences in advertising intensity, and that the long-debated advertising-concentration relationship differs depending primarily on the appropriability of advertising. An empirical analysis of 426 five-digit Korean manufacturing industries shows that an inverted U-shaped relationship between the Herfindahl index and industry advertising intensity is observed for consumer goods industries but a lazy J-shaped relationship for producer goods industries.     

A Dynamic Model of Advertising and Product Differentiation

This paper analyses a differential game of duopolisticrivalry through time where firms can use advertisingand price as competitive tools. Two cases are consideredwhereby: (1) advertising has the main effect ofincreasing market size and firms differ in productionefficiency; (2) advertising has both predatory and cooperativeeffects in a symmetric market. The former shows thatmarket shares and advertising shares are positivelycorrelated and that market size increases with thedifference in firms' relative efficiency. The latterhighlights the differences in the feedback andopen-loop strategies. It is shown that firms' advertisingare strategic complements and that profits are higherin the feedback equilibrium because firms advertise more.The applicability of the model in markets wherefranchise contracts and dealership agreements operateis also discussed.     

Advertising Bans, Monopoly, and Alcohol Demand: Testing for Substitution Effects using State Panel Data

Using a panel of 45 states for the period 1982–1997,this study analyzes the importance of severalrestrictive alcohol regulations, including advertising bans for billboards, bans of price advertising, state monopoly control of retail stores, and changes in the minimum legal drinking age. In contrast to previous research, the study allows for substitution among beverages as a response to a regulation that targets a specific beverage. A restrictive law that applies only to one beverage (or one form of advertising) can result in substitution toward other beverages (or non-banned media). Allowing for substitution means that the net effect on total alcohol consumption is uncertain, and must be determined empirically. The empirical results demonstrate that monopoly control of spirits reduces consumption of that beverage, and increases consumption of wine. The effect on beer is positive, but is not statistically significant. The net effect on total alcohol is significantly negative. Higher minimum legal drinking age laws have negative effects on beverage and total alcohol consumption. Bans of advertising do not reduce total alcohol consumption, which partly reflects substitution effects. The study thus demonstrates the possible unintended consequences of restrictive alcohol regulations.     

The Effects of Taxes and Advertising Restrictions on the Market Structure of the U.S. Cigarette Market

A dynamic oligopoly model of the cigarette industry is developed to study the effects of anti-smoking policies on the market structure of the U.S. cigarette industry. Firms are modeled as competing in price and advertising in a dynamic game. Two commonly used anti-smoking policies – advertising restrictions and tobacco tax increases – are evaluated using calibrated parameters. The simulation results show that in the long run both advertising restrictions and tax increases can successfully reduce the smoking rate. However, advertising restrictions reduce the smoking rate mainly in an indirect way through their impact on the concentration of the market, while tax increases reduce the smoking rate directly and have little effect on the concentration of the market. In addition, in the short run, advertising restrictions have a much smaller effect on reducing the smoking rate than tax increases.     

Industrial Concentration and Performance: A Study of the Structure,Conduct, and Performance of Indian Industry.

Review of Industrial Organization -     

Interstate Long Distance Rates: Search Costs,Switching Costs,and Market Power

A number of authors have argued that the divestiture of AT & T did not reduce the rates of long distance telephone companies as often believed. However, the literature has offered few explanations as to why competition has not lowered rates. This study argues that rates have failed to fall due to the importance of search and switching costs in the industry. Using a panel data set of rates for the three largest long distance carriers, stretching from 1984 to 1993, a reduced form equation is specified to empirically test for the influence of search and switching costs on the price cost margin of the three carriers. The results illustrate that both search and switching costs have provided long distance carriers with market power.     

Market Structure, R&D and Advertising in the Pharmaceutical Industry

Recent developments in the literature on market structure have allowed the generation of a few key testable predictions from the theory of strategic behaviour. The seminal model considers one simple but general relationship, that between market structure and market size, focusing on the competitive roles of endogenous sunk costs in the form of advertising and/or research and development (R&D). Evidence presented in this case study, building on earlier econometric work, shows that such endogenous sunk costs do play a crucial role in the formation of market structure in the global pharmaceutical industry.     

经营绩效反馈、环境不确定性与企业广告投入

基于2012～2015年深沪两市A股上市公司样本数据,对经营绩效反馈和企业广告投入之间的关系进行了理论分析和实证检验,并进一步考察了环境不确定性的调节作用。研究结果表明：（1）当企业未实现资本市场经营预期时,随着实际绩效低于经营预期程度的增大,企业广告投入将减少;（2）当企业实现资本市场经营预期时,随着实际绩效高于经营预期程度的增大,企业广告投入将增加;（3）当企业未实现资本市场经营预期时,与低不确定性环境相比,高不确定性环境中企业经营绩效负反馈对广告投入的负向影响将增强;（4）当企业实现资本市场经营预期时,与低不确定性环境相比,高不确定性环境中企经营绩效正反馈对企业广告投入的正向影响将增强。     

Flawed Competition Policies: Designing ‘Markets’ with Biased Costs and Efficiency Benchmarks

Rather than the endogenous, tournament-type regulation based on mean costs proposed by Shleifer almost twenty years ago, regulators have opted for market designs based on exogenously determined efficiency comparisons reflected in fixed productivity adjustments. These productivity assessments are based only on estimates of technical efficiency improvements derived from estimated production frontiers. Utilities’ prices and potential profits are driven by this externally determined market. This paper examines the impacts on utility efficiency rankings from variations in peer group frontier regulation in Europe and Australia as well as in its use in the U.S. Despite the potential for distortions caused by long periods with non-market prices, these regulatory applications measure only technical efficiency, leaving moot the assessment of optimal input selection. We examine both technical and allocative efficiency variations among firms from the different cost specifications employed by regulators involving output, factor inputs, and costs. How are rankings impacted when only subsets of total costs (e.g., O&;M, not capital or system losses) are used to gauge efficiency? Does the use of partial measures of capital relying on physical specifications impact efficiency rankings? Are rankings affected when comparisons are made independently one input at a time? Is the efficiency frontier stable? Finally, we compare alternative yardstick measures to a simple ranking on relative (total) cost per unit.     

行业标准的营销策略研究:交易费用经济学的视角

在新古典经济学的世界里，由于预设了交易费用为零，决定了它不可能成为企业研究制定营销策略的有效经济学理论基础。恰恰在这一点上，交易费用经济学(TCE)有着巨大威力。本文从TCE的视角出发，在对经典的行业标准之战(Standards War)案例的分析基础之上，给出了行业标准形成过程的经济学分析与解释，并对一般行业的标准营销策略的制定提供了相应建议。     

Internet telephony: Costs,pricing, and policy

This article analyzes Internet Service Provider costs and regulatory and policy issues raised by Internet telephony. Transport and non-technical items such as customer service, sales and marketing, represent a substantial portion of an ISP’s costs with Internet telephony. Pricing models and yield management techniques supporting Internet voice services might be employed for other Internet differentiated services as well. An integrated regulatory framework will be required, because of convergence, to formulate policies for multimedia services. We conclude that governments should develop appropriate policies without introducing economic and technical distortions into the nascent Internet telephony market.     

创新:企业社会保险工作者的责任

企业年金在中国是个新生事物。目前作为特大型企业集团国家电网公司,正在国家企业年金制度的框架和有关部门的监管下,按照市场化运营和管理的要求,进行企业年金规范管理试点的实践。国家电网公司社会保险事业管理中心依靠自主创新,进行业务数据大集中工程,打造数字化企业年金,推动信息化建设,为公司系统的企业和职工提供企业年金业务数据不丢、业务不断的专业化服务,突显公司系统社保工作人员的责任。     

杜邦莱卡:化纤产业互动营销的经典案例

系统地剖析了杜邦莱卡纤维独特的互动营销模式，阐述了导入消费品营销手法、与下游企业建立互动联盟从而推动化纤产品市场营销运作的新思路，激励本土化纤食业创新理念、争取主动。     

Economics at the FTC: Mergers,Dominant-Firm Conduct,and Consumer Behavior

Economists at the Federal Trade Commission (FTC) pursue the agency’s competition and consumer protection missions. In this year’s essay, in antitrust, we discuss the new Merger Guidelines, three exclusion cases, and R&D issues in the Thoratec/HeartWare merger and the Google/AdMob merger. In consumer protection, we discuss the FTC’s new rule on debt settlement, our efforts to improve disclosures, and our recent work on appliance energy disclosures.     

规制分权化、组织合谋与制度效率--基于中国电力行业的实证研究

产业组织理论中关于规制合谋的研究分为芝加哥学派和图卢兹学派，研究结果均表明，规制机构与被规制企业之间的合谋行为降低了规制效率．降低了社会福利水平。文章主要研究中国当前规制分权化背景下的地方规制机构与被规制企业之间的合谋问题，并且用计量方法对规制的效果进行了检验．结果表明规制分权化没有显著的正面效应，即规制低效率。因此，规制分权化产生的合谋导致了规制低效率．而解决问题的关键是机制设计。     

Changes in the Effects of Mandatory Rate Regulation On Growth in Hospital Operating Costs, 1980–1996

We conduct a panel data fixed effects analysis of hospital costs from 1980 through 1996. Consistent with the findings of similar studies, hospitals residing in all-payer rate regulated states in 1984 and 1991 had operating costs approximately 3 to 4 percentage points lower than their less regulated counterparts. However, by 1996, the effect of rate regulation on hospital costs was reduced to approximately -0.4 percent, a result that narrowly achieves statistical significance (p = 0.09). Hospitals residing in relatively concentrated markets, measured by the Herfindahl-Hirschman Index, were more likely to have higher operating costs, an effect that increased in magnitude over time. The results support the conclusion that hospitals in markets with comparatively less rate regulation or more competition have lower operating costs than their regulated or less competitive counterparts.