Shrihari Sridhar
Shrihari Sridhar
Assitant Professor Marketing Department, Broad School of Business Michigan State University
Lecture highlights:
Research question
Bring the marketing notion to journalism: How can a platform allocate marketing resources? How does a manager decide the budget of each marketing element?
Think media as platforms
Consider a newspaper as a platform with two market entities: Advertisers and readers. As a platform, a newspaper needs to ponder the meaning of readers to advertisers, as well as the effects of adverting on readers.
Institutional features
Institutional features of a platform market response model:
- One side’s demand should impact the other.
- At least one side’s demand has a positive impact on the other.
- If one side diminishes, the other does, too.
Non-linear relationship
Sales of both entities, advertisers and readers, have to directly relate to each other and to be affected by marketing.
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