Revisiting the Advertising - Concentration Issue

Ronald W. Ward and Robert M. Behr

No 278214, 1979 Annual Meeting, July 29-August 1, Pullman, Washington from American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association)

Abstract: Increases in advertising efforts are reasonably well documented among most U.S. industries [Nelson, p.431. Yet the economic controversy relating to the causal linkage between advertising intensity and changing market structures has by no means been settled. Advertising can represent a major barrier to entry via its role in achieving product differentiation. In contrast advertising may enhance competition with the dissemination of information through competitive advertising, While the advertising issues are varied and complex, this paper will setforth additional empirical evidence showing the relationship between advertising intensity and changing industry structure. In particular, the intensity of advertising across industry levels of concentration will be addressed and reference given to the food industries.

Keywords: Marketing (search for similar items in EconPapers)
Pages: 19
Date: 1979-07
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Persistent link: https://EconPapers.repec.org/RePEc:ags:aaea79:278214

DOI: 10.22004/ag.econ.278214

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