Advertising and Price
- 1 April 1982
- journal article
- research article
- Published by Taylor & Francis in International Journal of Advertising
- Vol. 1 (2) , 131-141
- https://doi.org/10.1080/02650487.1982.11104843
Abstract
The relationship of advertising and price is contentious. In this paper it is shown that advertising can increase demand elasticity, permit the attainment of scale economies, and encourage more efficient methods of distribution. By reference to empirical studies it is further demonstrated that advertising can increase competition and consumer awareness and hence decrease prices and monopoly profits.Keywords
This publication has 13 references indexed in Scilit:
- Profitability and intangible assets: another look at advertising and entry barriersApplied Economics, 1981
- Advertising and Rate of ReturnThe Journal of Law and Economics, 1975
- Advertising and Market Structure: Another ApproachThe Economic Journal, 1975
- ADVERTISING AND MARKET SHARE MOBILITYScottish Journal of Political Economy, 1974
- Advertising and Profitability: A ReappraisalJournal of Political Economy, 1974
- Advertising, Concentration and CompetitionThe Economic Journal, 1974
- Some Problems Associated with the Marketing of Ethical Pharmaceutical ProductsJournal of Industrial Economics, 1970
- Do Competition and Monopolistic Competition Differ?Journal of Political Economy, 1968
- Advertising Market Structure and PerformanceThe Review of Economics and Statistics, 1967
- The Welfare and Empirical Implications of Monopolistic CompetitionThe Economic Journal, 1964