Analyse macroéconomique 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: There are few econometric analyses and simulations of the effects of advertising on major economic variables. This study shows that advertising has an accelerating effect on short-term purchases and annual GDP, but its spending is more of a drag in the longer term. It therefore leads to an anticipation of purchases and, to this end, it contributes to inflationary pressures. Advertising contributes to a country's economic recovery, but because of its action on prices, it then limits its relative competitiveness in the longer term, all other things being equal. On the other economic variables, its structural effects do not appear to be significant.

Keywords: publicité; macroéconomie; inflation; croissance économique; Advertising; macroeconomics; economic growth (search for similar items in EconPapers)
Date: 1979
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Published in L'Anti Publicité, Université des Sciences Sociales, 1979

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03157809

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