THE CAUSE OF THE NEWSPAPER RATE DIFFERENTIAL A SUBJECTIVE-DEMAND-CURVE ANALYSIS.
Examines the cause of newspaper advertising rate differential between national and retail advertisers. Evaluation on the subjective-demand-curve of rate differential; Consideration on the comparative elasticities of demand for retail and national advertising; Inadequacy of supply condition in lower...
| Publicado en: | Journal of Political Economy Vol. 73; no. 5; pp. 536 - 540 |
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| Formato: | Artículo |
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University of Chicago Press
Oct65
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| Acceso en línea: | Ver este registro en EBSCOhost |
| Sumario: | Examines the cause of newspaper advertising rate differential between national and retail advertisers. Evaluation on the subjective-demand-curve of rate differential; Consideration on the comparative elasticities of demand for retail and national advertising; Inadequacy of supply condition in lower retail rate. |
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