The figure below shows the payoff matrix for two firms, Firm 1 and Firm 2, selecting an advertising budget. For each cell, the first coordinate represents Firm 1's payoff and the second coordinate represents Firm 2's payoff. The firms must choose between a high, medium, or low budget. Firm 1 Payoff Matrix High Medium Low High (0,0) (5,5) (15,10) Firm 2 Medium (5,5) (10,10) (5,15) Low (10,15) (15,5) (20,20)