THE PRICE REDUCING POTENTIAL OF ADVERTISING.
In a recent article Peter Doyle's [8] survey of the literature concerning the economic effects of advertising suggests that the failure of standard economic logic in this controversial area is due partly to the lack of a time dimension in the analysis and partly to the treatment of price and adverti...
| Publicado en: | Southern Economic Journal Vol. 39; no. 4; pp. 535 - 544 |
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| Formato: | Artículo |
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Wiley-Blackwell
Apr73
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=hlh&AN=5193268&site=ehost-live header: @attributes: shortDbName: hlh uiTerm: 5193268 longDbName: Humanities International Complete uiTag: AN controlInfo: bkinfo: jinfo: jid: 00384038 SEJ jtl: Southern Economic Journal issn: 00384038 maglogo: N pubinfo: dt: Apr73 vid: 39 iid: 4 pid: 480 pub: Wiley-Blackwell artinfo: ui: 5193268 10.2307/1056704 ppf: 535 ppct: 9 formats: tig: atl: THE PRICE REDUCING POTENTIAL OF ADVERTISING. aug: au: Scheidell, John M. su: Advertising & economics Monopolies Time & economic reactions Demand function sug: subj: Advertising & economics Monopolies Time & economic reactions Demand function ab: In a recent article Peter Doyle's [8] survey of the literature concerning the economic effects of advertising suggests that the failure of standard economic logic in this controversial area is due partly to the lack of a time dimension in the analysis and partly to the treatment of price and advertising solely as substitute methods of expanding sales. As a consequence, and central to the advertising controversy, considerable disagreement exists concerning the effect of advertising on the prices of monopolistic firms. This paper proposes an alternative approach to the analysis of advertising which demonstrates that, when time lags are explicitly introduced into demand functions, advertising can be an effective complement to a price decrease, thereby producing a lower optimum price. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: Y dt: @attributes: year: 1973 holdings: @attributes: islocal: N |
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