Examines and evaluates conflicting claims about advertising's effects on prices, industry concentration, product innovation, brand loyalty, and demand.
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“A comprehensive, well-documented review and summary of extensive research literature on the economic role and impact of advertising. . . . [It] provides valuable insights for economic theorists, marketing managers, public policymakers, as well as academicians.”–Choice
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Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Inside This Book
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First Sentence:
What are the economic effects of advertising? Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
advertising scale economies, cumulative advertising effects, unadvertised brands, advertising intensity, market share stability, network television advertising, brand domination, mixed regimen, other marketing costs, increasing marginal returns, total marketing costs, manufacturer advertising, brand proliferation, advertising outlays, absolute price level, advertising intensities, advertising levels, total advertising expenditures, relationship between advertising, large advertisers, cereal industry Key Phrases - Capitalized Phrases (CAPs): (learn more)
The Advertising Controversy, United Kingdom, Marketing Framework, United States, Harvard University Press, Del Monte, Leo Burnett, Central Underlying Issues, New York, American Enterprise Institute, Bilateral Market Power, Marketing Science Institute, The New Learning New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
What are the economic effects of advertising? Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
advertising scale economies, cumulative advertising effects, unadvertised brands, advertising intensity, market share stability, network television advertising, brand domination, mixed regimen, other marketing costs, increasing marginal returns, total marketing costs, manufacturer advertising, brand proliferation, advertising outlays, absolute price level, advertising intensities, advertising levels, total advertising expenditures, relationship between advertising, large advertisers, cereal industry Key Phrases - Capitalized Phrases (CAPs): (learn more)
The Advertising Controversy, United Kingdom, Marketing Framework, United States, Harvard University Press, Del Monte, Leo Burnett, Central Underlying Issues, New York, American Enterprise Institute, Bilateral Market Power, Marketing Science Institute, The New Learning New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Citations (learn more)
This book cites 19
books:
See all 19 books this book cites
4
books
cite this book:
- Cumulative Advertising Effects: Sources and Implications (Monograph, Report No 77-111) by Darral G. Clarke on 4 pages
- Advertising and Market Power (Harvard Economic Studies, V. 144) by William S. Comanor on page 44, page 86, and Back Matter
- Industrial Concentration: The New Learning by Harvey J. Goldschmid on page 86, Back Matter (1), and Back Matter (2)
- Advertising Research: The State of the Art by Charles Ramond on page 116, and Back Matter
- Advertising Management (5th Edition) by Rajeev Batra on page 24, and Back Matter
See all 19 books this book cites
- Advertising, The Uneasy Persuasion by Schudson in Back Matter (1), Back Matter (2), and Back Matter (3)
- Market Demand/Dairy Products-92 by S. R. Johnson on page 101
- The World of Consumption (Economics as Social Theory) by Ben Fine in Back Matter
- Advertising in Contemporary Society: PERSPECTIVES TOWARD UNDERSTANDING by Kim B Rotzoll on page 110
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