Reset Filters
Filter Related Topics: 日本文学

Cover is for reference only

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...

Full description

Saved in:
Bibliographic Details
Main Authors: Pepall, Lynne, 1952- (Author)
Group Author: Richards, Daniel Jay
Published: Edward Elgar Publishing Limited,
Publisher Address: Cheltenham, Glos :
Publication Dates: [2021]
Literature type: Book
Language: English
Subjects:
Advertising > Economic aspects.
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.

Related Book Recommendations