Advertising and Monopoly

W. Duncan Reekie

Chapter 6 in The Economics of Advertising, 1981, pp 97-115 from Palgrave Macmillan

Abstract: Abstract Some politicians believe that advertising can ‘create demands ... artificially, by conjuring up worlds of fantasy’.1 Government committees adopt similar views. Advertising and promotion ‘help to create and maintain the kind of market in which it is possible ... to have substantial freedom to determine ... prices’.2 ‘The effects of this are not only to increase prices [which] ... is wasteful, but also ... to create a situation in which even the less successful ... can earn extremely comfortable profits’.3

Keywords: Market Share; Market Power; Scale Economy; Consumer Choice; Entry Barrier (search for similar items in EconPapers)
Date: 1981
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DOI: 10.1007/978-1-349-04877-9_6

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