Tobacco companies have often argued that they advertise to attract more existing smokers and not to persuade more people to smoke. Suppose there were just two cigarette manufacturers, Jones and Smith. Each can either advertise or not advertise. If neither advertises, they each capture 50 percent of the market and each earns $10 million. If they both advertise, they again split the market evenly, but each spends $2million on ads and so each earns just $8million (remember, advertising is not supposed to encourage more people to smoke). If one company advertises but the other does not, then the company that advertises attracts many of its rival's customers. As a result, the company that advertises earns $12 million and the company that does not earns just $6 million. Advertise Don't Advertise Smith: 8 Smith: 6 Advertise Jones: 8 Jones: 12 Jones Smith: 12 Smith: 10 Don't Advertise Jones: 6 Jones: 10 What is each firm's dominant strategy? Both firms' dominant strategy is to advertise. Both firms' dominant strategy is to not advertise. Smith's dominant strategy is to advertise and Jones's dominant strategy is to not advertise. Smith's dominant strategy is to not advertise and Jones's dominant strategy is to advertise.

Tobacco companies have often argued that they advertise to attract more existing smokers and not to persuade more people to smoke. Suppose there were just two cigarette manufacturers, Jones and Smith. Each can either advertise or not advertise. If neither advertises, they each capture 50 percent of the market and each earns $10 million. If they both advertise, they again split the market evenly, but each spends $2million on ads and so each earns just $8million (remember, advertising is not supposed to encourage more people to smoke). If one company advertises but the other does not, then the company that advertises attracts many of its rival's customers. As a result, the company that advertises earns $12 million and the company that does not earns just $6 million. Advertise Don't Advertise Smith: 8 Smith: 6 Advertise Jones: 8 Jones: 12 Jones Smith: 12 Smith: 10 Don't Advertise Jones: 6 Jones: 10 What is each firm's dominant strategy? Both firms' dominant strategy is to advertise. Both firms' dominant strategy is to not advertise. Smith's dominant strategy is to advertise and Jones's dominant strategy is to not advertise. Smith's dominant strategy is to not advertise and Jones's dominant strategy is to advertise.

ENGR.ECONOMIC ANALYSIS

14th Edition

ISBN:9780190931919

Author:NEWNAN

Publisher:NEWNAN

Chapter1: Making Economics Decisions

Section: Chapter Questions

Problem 1QTC

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