Advertising and the marketplace : an economics perspective /
"This accessible and comprehensive textbook explores the role of advertising in the marketplace. It investigates how firms' advertising strategies are informative, persuasive or add value to the product advertised. The book explains in detail empirical methodologies used to identify the im...
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Main Authors: | |
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Group Author: | |
Published: |
Edward Elgar Publishing Limited,
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Publisher Address: | Cheltenham, Glos : |
Publication Dates: | [2021] |
Literature type: | Book |
Language: | English |
Subjects: | |
Summary: |
"This accessible and comprehensive textbook explores the role of advertising in the marketplace. It investigates how firms' advertising strategies are informative, persuasive or add value to the product advertised. The book explains in detail empirical methodologies used to identify the impact of advertising on consumer demand and on market structure and reviews some recent empirical findings. It concludes with an in-depth exploration of digital advertising and auctions along with a framework for current antitrust investigations into two-sided platforms (Google, Facebook) that are funded by advertising revenues."--Publisher's website. |
Carrier Form: | xii, 285 pages : illustrations ; 26 cm |
Bibliography: | Includes bibliographical references and index. |
ISBN: |
9781788978118 1788978110 9781788978132 1788978137 |
Index Number: | HF5821 |
CLC: | F713.8-05 |
Call Number: | F713.8-05/P421 |
Contents: | Introduction to Advertising and the Marketplace -- 1 Foundations -- 2 The Rise of Advertising and the Economics of Advertising -- 3 Advertising and the Value of Information -- 4 Non-Informative Advertising, Consumer Behavior, and Welfare -- 5 Advertising and Competition -- 6 Advertising and Consumer Behavior: Empirical Evidence -- 7 Empirical Evidence on Advertising and Market Outcomes -- 8 Deceptive Advertising and Puffery -- 9 Advertising, Signaling, and Product Quality -- 10 Networks, Platforms, and Advertising -- 11 Platforms Advertising: Pricing and Profitability -- 12 Platforms, Advertising, and Competition Policy -- Index. |