Advertising and Public Policy

W. Duncan Reekie

Chapter 7 in The Economics of Advertising, 1981, pp 116-166 from Palgrave Macmillan

Abstract: Abstract Over the years public policy has allegedly, if not in fact, been directed towards promoting competition in industry. When it has ostensibly not done so it has been because the ‘public interest’ has been deemed to be a net loser rather than gainer from inter-firm rivalry. For example, scale economies may diminish consumer choice yet reduce costs and so, possibly, prices. This chapter examines the relationship between advertising and each of scale economies, entry barriers and retailing productivity, with a view to ascertaining how advertising can be fitted into a model of industrial competition.

Keywords: Brand Loyalty; Retail Prex; Private Label; Advertising Expenditure; Resale Price Maintenance (search for similar items in EconPapers)
Date: 1981
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DOI: 10.1007/978-1-349-04877-9_7

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