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Please use this identifier to cite or link to this item: http://purl.umn.edu/122308

Title: Measuring the Benefits to Advertising under Monopolistic Competition
Authors: Boland, Michael A.
Crespi, John M.
Silva, Jena
Xia, Tian
Keywords: advertising
benefit-cost analysis
industrial organization
monopolistic competition
agricultural marketing
Issue Date: 2012-04
Abstract: This paper determines the benefits and costs of firm-level advertising in a monopolistically competitive industry. The model is useful in an environment in which firm-level costs may be absent or imprecise. The empirical example uses data on the advertising for a new line of prune snacks by Sunsweet Growers between 2008 and 2010, revealing average benefit-cost estimates from $1.26 to $4.35 for every dollar allocated to the new product line.
URI: http://purl.umn.edu/122308
Institution/Association: Journal of Agricultural and Resource Economics>Volume 37, Number 1, April 2012
Total Pages: 12
From Page: 144
To Page: 155
Collections:Volume 37, Number 1, April 2012

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