Advertising and the Theory of the Firm

W. Duncan Reekie

Chapter 5 in The Economics of Advertising, 1981, pp 80-96 from Palgrave Macmillan

Abstract: Abstract For many years writers argued that advertising was both informative and persuasive. This was in the Marshall-Pigovian tradition. In 1974, however, Professor Phillip Nelson1 wrote an article claiming that advertising was simply information, and that all advertising’s major features could be understood in terms of the information function.

Keywords: Marginal Utility; Demand Curve; Advertising Message; Advertising Intensity; Advertise Product (search for similar items in EconPapers)
Date: 1981
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DOI: 10.1007/978-1-349-04877-9_5

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