Analyse méso économique de la publicité

Jacques Fontanel ()
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Jacques Fontanel: CESICE - Centre d'études sur la sécurité internationale et les coopérations européennes - UPMF - Université Pierre Mendès France - Grenoble 2 - IEPG - Sciences Po Grenoble - Institut d'études politiques de Grenoble

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Abstract: The meso economic analysis of advertising deserves new studies on its indirect effects (economies of scale, profit growth, prices and costs), the new conditions of competition (intensification of competition, concentration effects, barriers to the entry of new competitors), the incentive to innovation (technical progress, product quality). In addition, the very nature of advertising must be questioned (combative or informative advertising and the creation of new needs). Advertising seems to have a haphazard effect on the comparative development of branches and the State must intervene to prevent abuses.

Keywords: Profit; économies d’échelle; innovation; publicité; concentration; advertising; economy of scale (search for similar items in EconPapers)
Date: 1979
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Published in Anti Publicité, Université des Sciences Sociales de Grenoble, 1979

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