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0 a ng.cengage.com 4 CENGAGE I MINDTAP Homework (Ch 1 7) 5. To advertise or not to advertise Suppose that two firms, Lucky Bird and Full Coop, are the only sellers of seitan buffalo wings in some hypothetical market. The following payoff matrix gives the profit (in millions of dollars) earned by each company depending on whether or not it chooses to advertise: Full Coop Advertise Doesn't Advertise Q Search this course 00 oo A-Z Advertise Lucky Bird Doesn't Advertise 10, 10 2, 18 18,2 For example, the lower left cell of the matrix shows that if Full Coop advertises and Lucky Bird does not advertise, Full Coop will make a profit of $18 million, and Lucky Bird will make a profit of $2 million. Assume this is a simultaneous game and that Lucky Bird and Full Coop are both profit- maximizing firms. If Lucky Bird chooses to advertise, it will earn a profit of advertise. If Lucky Bird chooses not to advertise, it will earn a profit of not advertise. million if Full Coop advertises and a profit of million if Full Coop advertises and a profit of million if Full Coop does not million if Full Coop does If Full Coop advertises, Lucky Bird makes a higher profit if it chooses not to advertise If Full Coop doesn't advertise, Lucky Bird makes a higher profit if it c Suppose that both firms start off by deciding not to advertise. If the O Both firms will choose not to advertise. to advertise ntly, what strategies will they end up choosing? O Lucky Bird will choose to advertise and Full Coop will choose not to advertise.