Advertising And Market Power
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Advertising And Market Power
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Author : William S. Comanor
language : en
Publisher: Harvard University Press
Release Date : 1974
Advertising And Market Power written by William S. Comanor and has been published by Harvard University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 1974 with Business & Economics categories.
The current debate over the economics of advertising has long focused on two questions. The first concerns the impact of advertising on the relative positions of large and small firms in an industry and thereby on the state of competition. The second examines the role of advertising on consumer purchasing decisions over broad consumption categories. Comanor and Wilson use the modern tools of economic theory and statistics to build and test their hypotheses, and contribute important analytical and empirical evidence on the key issues. The authors find that consumer decisions are affected substantially by the volume of advertising. Indeed, advertising is a weightier factor than relative prices. Their conclusions surely contribute to the nervousness long felt by economists over the use of consumer preferences to evaluate the welfare implications of resource allocation.
Interbrand Choice Strategy And Bilateral Market Power
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Author : Michael E. Porter
language : en
Publisher: Harvard University Press
Release Date : 1976
Interbrand Choice Strategy And Bilateral Market Power written by Michael E. Porter and has been published by Harvard University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 1976 with Business & Economics categories.
Advertising And The Marketplace
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Author : Pepall, Lynne
language : en
Publisher: Edward Elgar Publishing
Release Date : 2021-07-31
Advertising And The Marketplace written by Pepall, Lynne and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-07-31 with Business & Economics categories.
This accessible and comprehensive textbook explores the role of advertising in the marketplace. It investigates how firms’ advertising strategies are informative, persuasive or add value to the product advertised. The book explains in detail empirical methodologies used to identify the impact of advertising on consumer demand and on market structure and reviews some recent empirical findings. It concludes with an in-depth exploration of digital advertising and auctions along with a framework for current antitrust investigations into two-sided platforms (Google, Facebook) that are funded by advertising revenues.
Advertising Competition And Public Policy
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Author : Robert E. McAuliffe
language : en
Publisher: Free Press
Release Date : 1987
Advertising Competition And Public Policy written by Robert E. McAuliffe and has been published by Free Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 1987 with Business & Economics categories.
The Advertising Controversy
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Author : Mark S. Albion
language : en
Publisher: Praeger
Release Date : 1981-02-28
The Advertising Controversy written by Mark S. Albion and has been published by Praeger this book supported file pdf, txt, epub, kindle and other format this book has been release on 1981-02-28 with Business & Economics categories.
Examines and evaluates conflicting claims about advertising's effects on prices, industry concentration, product innovation, brand loyalty, and demand.
Pricing Power In Advertising Markets
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Author : Matthew Gentzkow
language : en
Publisher:
Release Date : 2022
Pricing Power In Advertising Markets written by Matthew Gentzkow and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022 with categories.
Existing theories of media competition imply that advertisers will pay a lower price in equilibrium to reach consumers who multi-home across competing outlets. We generalize and extend this theoretical result and test it using data from television and social media advertising. We find that television outlets whose viewers watch more television charge a lower price per impression to advertisers. This finding helps rationalize well-known stylized facts such as a premium for younger and more male audiences on television. Also consistent with the theory, we show that social media advertising markets feature a premium for older audiences. A quantitative version of our model whose only free parameter is a scale normalization can explain 35 percent of the variation in price per impression across owners of television networks, and aligns with recent trends in television advertising revenue. We use the model to quantify the impact of mergers, the effect of competition on incentives to produce content, and the effect of Netflix ad carriage on prices for linear television advertising.
Retail Pricing Strategies And Market Power
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Author : Gordon Mills
language : en
Publisher: Melbourne Univ. Publishing
Release Date : 2002
Retail Pricing Strategies And Market Power written by Gordon Mills and has been published by Melbourne Univ. Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Business & Economics categories.
This study of retail pricing strategies presents information on the practices used in a variety of sectors, such as supermarkets, banks and airlines. His analysis rests on several basic concepts which are introduced in the book.
Issues In The Economics Of Advertising
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Author : Julian Lincoln Simon
language : en
Publisher: Urbana : University of Illinois Press
Release Date : 1970
Issues In The Economics Of Advertising written by Julian Lincoln Simon and has been published by Urbana : University of Illinois Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 1970 with Business & Economics categories.
A study of how much a company spends on advertising as well as how advertising affects the economy.
Advertising And The Market Process
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Author : Robert Burton Ekelund
language : en
Publisher: Pacific Research Institute
Release Date : 1988
Advertising And The Market Process written by Robert Burton Ekelund and has been published by Pacific Research Institute this book supported file pdf, txt, epub, kindle and other format this book has been release on 1988 with Advertising categories.
Hispanic Market Power
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Author : Isaac Mizrahi
language : en
Publisher: Taylor & Francis
Release Date : 2023-05-03
Hispanic Market Power written by Isaac Mizrahi and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-05-03 with Business & Economics categories.
The U.S. Hispanic segment represents the most prominent demographic growth in the country, and a huge and untapped business opportunity for companies willing to move away from preconceived notions and market effectively to Hispanic customers. This book shows you how. Now more than ever, corporations operating in the US should see the Hispanic population at the core of their existing and future strategies, but many leaders believe Hispanic marketing is the same marketing you run for Anglos but translated into Spanish, or that all Hispanics are undocumented immigrants with no purchasing power, or that using Mariachis in their communications is the way to connect with this diverse segment. It’s time for a modern approach, and in this book, Isaac Mizrahi, one of the country’s leading voices in multicultural marketing, uses his unique experience as a corporate executive, agency CEO, and industry leader to help businesses grow by leveraging the booming Hispanic consumer segment to drive sales. Filled with straightforward talk, illustrative case studies, and pragmatic suggestions and recommendations, this book counterbalances academic books on the topic with little connection to day-to-day reality and other books with a more political standpoint. This is a business book created by a marketer for other marketers and business leaders looking to succeed in the U.S.