Revisiting the Advertising - Concentration Issue

Increases in advertising efforts are reasonably well documented among most U.S. industries [Nelson, p.431. Yet the economic controversy relating to the causal linkage between advertising intensity and changing market structures has by no means been settled. Advertising can represent a major barrier to entry via its role in achieving product differentiation. In contrast advertising may enhance competition with the dissemination of information through competitive advertising, While the advertising issues are varied and complex, this paper will setforth additional empirical evidence showing the relationship between advertising intensity and changing industry structure. In particular, the intensity of advertising across industry levels of concentration will be addressed and reference given to the food industries.


Subject(s):
Issue Date:
1979-07
Publication Type:
Conference Paper/ Presentation
DOI and Other Identifiers:
Record Identifier:
https://ageconsearch.umn.edu/record/278214
Language:
English
Total Pages:
19




 Record created 2018-10-12, last modified 2020-10-28

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