Conditions affecting the Supply of Advertising

W. Duncan Reekie
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W. Duncan Reekie: University of Edinburgh

Chapter 7 in Advertising, 1974, pp 95-112 from Palgrave Macmillan

Abstract: Abstract Advertising levels depend on more than the nature of demand for information. Supply conditions are also important. This chapter examines four variables influencing the supply of advertising: first, economies of scale in production; second, innovation; third, market power and psychological considerations. Finally, we shall consider what is meant by oversupply of advertising.

Keywords: Market Power; Entry Barrier; Market Concentration; Limit Price; Advertising Expenditure (search for similar items in EconPapers)
Date: 1974
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-02084-3_7

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DOI: 10.1007/978-1-349-02084-3_7

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