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Competitive Impact of Targeted Television Advertisements Using DVR Technology

Title: The Competitive Impact of Targeted Television Advertisements Using DVR Technology.
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Name(s): Ghosh, Bikram, author
Galbreth, Michael R., author
Shang, Guangzhi, author
Type of Resource: text
Genre: Text
Issuance: serial
Date Issued: 2013
Physical Form: computer
online resource
Extent: 1 online resource
Language(s): English
Abstract/Description: Digital video recorders (DVRs) are an emerging technology that is fundamentally changing the competitive landscape in industries that advertise on television. Perhaps the most familiar impact of DVR technology is that it enables consumers to avoid advertisements (ads) by fast forwarding through them. However, this "zipping" of ads is only one aspect of the impact of DVR technology. DVRs also collect a wealth of information at the consumer level that can be used by firms to target their ads more effectively. We examine how this targeting capability moderates the impact of ad avoidance in a competitive setting. Insights are provided on how best to manage this emerging technology in terms of the key managerial decisions of product pricing and advertising efforts, as well as its impact on profits in a competitive (duopoly) marketplace.
Identifier: FSU_migr_faculty_publications-0026 (IID), 10.1111/deci.12041 (DOI)
Keywords: ad skipping behavior, digital video recorder, product competition, targeted advertisements
Note: This is the accepted version of the following article: Ghosh, B. P., Galbreth, M. R., & Shang, G. (2014). The Competitive Impact of Targeted Television Advertisements Using DVR Technology. Decision Sciences, 44(5), 951-971. doi:10.1111/deci.12041'>http://dx.doi.org/10.1111/deci.12041">10.1111/deci.12041, which has been published in final form at http://onlinelibrary.wiley.com/doi/10.1111/deci.12041/abstract'>http://onlinelibrary.wiley.com/doi/10.1111/deci.12041/abstract">http://onlinelibrary.wiley.com/doi/10.1111/deci.12041/abstract .
Citation: Ghosh, B. P., Galbreth, M. R., & Shang, G. (2014). The Competitive Impact of Targeted Television Advertisements Using DVR Technology. Decision Sciences, 44(5), 951-971.
Subject(s): Advertising -- Management
Sales promotion
Business
Technological innovations
Technology
Links: http://dx.doi.org/10.1111/deci.12041
Persistent Link to This Record: http://purl.flvc.org/fsu/fd/FSU_migr_faculty_publications-0026
Owner Institution: FSU
Is Part of Series: Deparment of Marketing Faculty Publications.
Is Part Of: Decision Sciences.
Issue: 5, 44

Choose the citation style.
Ghosh, B., Galbreth, M. R., & Shang, G. (2013). The Competitive Impact of Targeted Television Advertisements Using DVR Technology. Decision Sciences. Retrieved from http://dx.doi.org/10.1111/deci.12041