 Concluding ThoughtsW. Duncan Reekie
Chapter 9 in Advertising, 1974, pp 141-148 from Palgrave Macmillan Abstract: Abstract The subject of advertising does not lend itself to the making of neat and definitive conclusions. To avoid the presumption which is implicit in a conclusion, this chapter will, rather, question some of the basic assumptions on which earlier chapters have rested. For example, the economic analysis of markets on which Chapters 6, 7 and 8 were based can be alleged to be a redundant intellectual exercise. If so, then the view already adopted that it is only the supplier of advertising, not the consumer, who actively decides the level at which advertising will settle is, in fact, reinforced, not contradicted. Albeit, it will be shown that this conclusion can be arrived at in a somewhat different manner. But this, too, may be challenged, and it will be argued that consumers do have and do exercise a choice between different levels of advertising consumption. If this is so, then rather than alleging that advertising may be ‘too high’, the counterproposition that there is ‘not enough’ advertising may have to be entertained. Keywords: Cost Curve; Advertising Consumption; Perfect Competition; Consumer Sovereignty; Charter Accountant (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-02084-3_9 Ordering information: This item can be ordered from DOI: 10.1007/978-1-349-02084-3_9 Access Statistics for this chapter More chapters in Palgrave Macmillan Books from Palgrave Macmillan |
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