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The Economics of Advertising
The International Library of Critical Writings in Economics Series 136
This book brings together over thirty of the most influential previously published articles on the economics of advertising. Topics covered include an exploration of the welfare consequences of persuasive advertising and informative advertising; an analysis of informative advertising in search-goods markets and as a signal of quality in experience-goods markets; and an examination of the use of advertising to deter entry to the market by rivals, to pre-empt rivals or conversely to collude with them. The volume features both theoretical and empirical contributions to these topics.
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What Reviewers Are Saying
`A unique feature of the book is the systematic and integrative approach used in the presentation of a necessary theoretical framework in the area under study before providing any empirical evidence.' -- M.M. Anand, Global Business Review `This volume collects the classic articles on the economics of advertising together with some of the best recent papers. Advertising is often thought of as being either persuasive or informative, and both views are represented in this collection. There is also a good balance between theoretical and empirical work.' -- Robert Porter, Northwestern University, US