The Impact of Advertising on the Price of Consumer Products
Open Access
- 1 April 1980
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 44 (3) , 17-35
- https://doi.org/10.1177/002224298004400303
Abstract
This article examines one of the most controversial issues in marketing, “Does advertising increase prices?” It reviews arguments and empirical research published on both sides and concludes that an approach which distinguishes factory from consumer prices, and relative from absolute prices, can reconcile much of what has been considered conflicting evidence on this question.Keywords
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