Introduction à l'analyse économique de la publicité

Jacques Fontanel ()
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Jacques Fontanel: CESICE - Centre d'études sur la sécurité internationale et les coopérations européennes - UPMF - Université Pierre Mendès France - Grenoble 2 - IEPG - Sciences Po Grenoble - Institut d'études politiques de Grenoble

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Abstract: Advertising is a profit-oriented mass communication technique aimed at conveying a message in order to stimulate demand for a product. It must be distinguished from propaganda, public relations and sales promotion. It is a strategy, a plan of action. It aims to incite consumers to increase their propensity to buy dedicated products. While empirical analyses on advertising are abundant, proper economic studies are rare, often partial, even biased. There is no real economic theory of advertising, but rather sociological and philosophical reflections. Advertising creates the desire to buy, not only to satisfy a need satisfied by the purchase, but also to communicate socially by highlighting a social status.

Keywords: human needs; markets; sales; Advertising; Publicité; besoins humains; marchés; ventes (search for similar items in EconPapers)
Date: 1979
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Published in L'anti Publicité, Université des Sciences Sociales de Grenoble, 1979

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