Advertising and Market Power

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Author :
Publisher : Harvard University Press
ISBN 13 : 9780674005808
Total Pages : 284 pages
Book Rating : 4.0/5 (58 download)

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Book Synopsis Advertising and Market Power by : William S. Comanor

Download or read book Advertising and Market Power written by William S. Comanor and published by Harvard University Press. This book was released on 1974 with total page 284 pages. Available in PDF, EPUB and Kindle. Book excerpt: The current debate over the economics of advertising has long focused on two questions. The first concerns the impact of advertising on the relative positions of large and small firms in an industry and thereby on the state of competition. The second examines the role of advertising on consumer purchasing decisions over broad consumption categories. Comanor and Wilson use the modern tools of economic theory and statistics to build and test their hypotheses, and contribute important analytical and empirical evidence on the key issues. The authors find that consumer decisions are affected substantially by the volume of advertising. Indeed, advertising is a weightier factor than relative prices. Their conclusions surely contribute to the nervousness long felt by economists over the use of consumer preferences to evaluate the welfare implications of resource allocation.

Interbrand Choice, Strategy, and Bilateral Market Power

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Author :
Publisher : Harvard University Press
ISBN 13 : 9780674458208
Total Pages : 292 pages
Book Rating : 4.4/5 (582 download)

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Book Synopsis Interbrand Choice, Strategy, and Bilateral Market Power by : Michael E. Porter

Download or read book Interbrand Choice, Strategy, and Bilateral Market Power written by Michael E. Porter and published by Harvard University Press. This book was released on 1976 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Advertising and the Marketplace

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Author :
Publisher : Edward Elgar Publishing
ISBN 13 : 1788978129
Total Pages : 294 pages
Book Rating : 4.7/5 (889 download)

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Book Synopsis Advertising and the Marketplace by : Pepall, Lynne

Download or read book Advertising and the Marketplace written by Pepall, Lynne and published by Edward Elgar Publishing. This book was released on 2021-07-31 with total page 294 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

In Defense of Monopoly

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Author :
Publisher : University of Michigan Press
ISBN 13 : 0472126288
Total Pages : 629 pages
Book Rating : 4.4/5 (721 download)

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Book Synopsis In Defense of Monopoly by : Richard B. McKenzie

Download or read book In Defense of Monopoly written by Richard B. McKenzie and published by University of Michigan Press. This book was released on 2019-02-28 with total page 629 pages. Available in PDF, EPUB and Kindle. Book excerpt: In Defense of Monopoly offers an unconventional but empirically grounded argument in favor of market monopolies. Authors McKenzie and Lee claim that conventional, static models exaggerate the harm done by real-world monopolies, and they show why some degree of monopoly presence is necessary to maximize the improvement of human welfare over time. Inspired by Joseph Schumpeter's suggestion that market imperfections can drive an economy's long-term progress, In Defense of Monopoly defies conventional assumptions to show readers why an economic system's failure to efficiently allocate its resources is actually a necessary precondition for maximizing the system's long-term performance: the perfectly fluid, competitive economy idealized by most economists is decidedly inferior to one characterized by market entry and exit restrictions or costs. An economy is not a board game in which players compete for a limited number of properties, nor is it much like the kind of blackboard games that economists use to develop their monopoly models. As McKenzie and Lee demonstrate, the creation of goods and services in the real world requires not only competition but the prospect of gains beyond a normal competitive rate of return.

Advertising in Contemporary Society

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Author :
Publisher : University of Illinois Press
ISBN 13 : 9780252065422
Total Pages : 228 pages
Book Rating : 4.0/5 (654 download)

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Book Synopsis Advertising in Contemporary Society by : Kim B. Rotzoll

Download or read book Advertising in Contemporary Society written by Kim B. Rotzoll and published by University of Illinois Press. This book was released on 1996 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt: Why are critics upset about advertising? And why are its practitioners so defensive? Revised and extensively updated, this edition of the classic Advertising in Contemporary Society offers unique perspectives that will help the reader understand how and why the controversial American phenomenon of advertising generates so much heat and--though much of it is passive--so much acceptance.

The Economics of Imperfect Competition

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Author :
Publisher : Springer
ISBN 13 : 1349153206
Total Pages : 359 pages
Book Rating : 4.3/5 (491 download)

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Book Synopsis The Economics of Imperfect Competition by : Joan Robinson

Download or read book The Economics of Imperfect Competition written by Joan Robinson and published by Springer. This book was released on 1969-07-01 with total page 359 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Advertising, Competition, and Public Policy

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Author :
Publisher : Free Press
ISBN 13 :
Total Pages : 136 pages
Book Rating : 4.F/5 ( download)

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Book Synopsis Advertising, Competition, and Public Policy by : Robert E. McAuliffe

Download or read book Advertising, Competition, and Public Policy written by Robert E. McAuliffe and published by Free Press. This book was released on 1987 with total page 136 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Advertising and Competition

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Author :
Publisher :
ISBN 13 :
Total Pages : 36 pages
Book Rating : 4.:/5 (13 download)

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Book Synopsis Advertising and Competition by : Lester G. Telser

Download or read book Advertising and Competition written by Lester G. Telser and published by . This book was released on 1965 with total page 36 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Economics of Advertising

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Author :
Publisher : Burns & Oates
ISBN 13 :
Total Pages : 168 pages
Book Rating : 4.3/5 (9 download)

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Book Synopsis Economics of Advertising by : Brian Chiplin

Download or read book Economics of Advertising written by Brian Chiplin and published by Burns & Oates. This book was released on 1981 with total page 168 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Market definition and market power in the platform economy

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Author :
Publisher : Centre on Regulation in Europe asbl (CERRE)
ISBN 13 :
Total Pages : 96 pages
Book Rating : 4./5 ( download)

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Book Synopsis Market definition and market power in the platform economy by : Jens-Uwe Franck

Download or read book Market definition and market power in the platform economy written by Jens-Uwe Franck and published by Centre on Regulation in Europe asbl (CERRE). This book was released on 2019-05-08 with total page 96 pages. Available in PDF, EPUB and Kindle. Book excerpt: With the rise of digital platforms and the natural tendency of markets involving platforms to become concentrated, competition authorities and courts are more frequently in a position to investigate and decide merger and abuse cases that involve platforms. This report provides guidance on how to define markets and on how to assess market power when dealing with two-sided platforms. DEFINITION Competition authorities and courts are well advised to uniformly use a multi-markets approach when defining markets in the context of two-sided platforms. The multi-markets approach is the more flexible instrument compared to the competing single-market approach that defines a single market for both sides of a platform, as the former naturally accounts for different substitution possibilities by the user groups on the two sides of the platform. While one might think of conditions under which a single-market approach could be feasible, the necessary conditions are so severe that it would only be applicable under rare circumstances. To fully appreciate business activities in platform markets from a competition law point of view, and to do justice to competition law’s purpose, which is to protect consumer welfare, the legal concept of a “market” should not be interpreted as requiring a price to be paid by one party to the other. It is not sufficient to consider the activities on the “unpaid side” of the platform only indirectly by way of including them in the competition law analysis of the “paid side” of the platform. Such an approach would exclude certain activities and ensuing positive or negative effects on consumer welfare altogether from the radar of competition law. Instead, competition practice should recognize straightforwardly that there can be “markets” for products offered free of charge, i.e. without monetary consideration by those who receive the product. ASSESSMENT The application of competition law often requires an assessment of market power. Using market shares as indicators of market power, in addition to all the difficulties in standard markets, raises further issues for two-sided platforms. When calculating revenue shares, the only reasonable option is to use the sum of revenues on all sides of the platform. Then, such shares should not be interpreted as market shares as they are aggregated over two interdependent markets. Large revenue shares appear to be a meaningful indicator of market power if all undertakings under consideration serve the same sides. However, they are often not meaningful if undertakings active in the relevant markets follow different business models. Given potentially strong cross-group external effects, market shares are less apt in the context of two-sided platforms to indicate market power (or the lack of it). Barriers to entry are at the core of persistent market power and, thus, the entrenchment of incumbent platforms. They deserve careful examination by competition authorities. Barriers to entry may arise due to users’ coordination failure in the presence of network effect. On two-sided platforms, users on both sides of the market have to coordinate their expectations. Barriers to entry are more likely to be present if an industry does not attract new users and if it does not undergo major technological change. Switching costs and network effects may go hand in hand: consumer switching costs sometimes depend on the number of platform users and, in this case, barriers to entry from consumer switching costs increase with platform size. Since market power is related to barriers to entry, the absence of entry attempts may be seen as an indication of market power. However, entry threats may arise from firms offering quite different services, as long as they provide a new home for users’ attention and needs.

The Advertising Controversy

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Author :
Publisher : Praeger
ISBN 13 :
Total Pages : 264 pages
Book Rating : 4.:/5 (321 download)

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Book Synopsis The Advertising Controversy by : Mark S. Albion

Download or read book The Advertising Controversy written by Mark S. Albion and published by Praeger. This book was released on 1981-02-28 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: Examines and evaluates conflicting claims about advertising's effects on prices, industry concentration, product innovation, brand loyalty, and demand.

Issues in the Economics of Advertising

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Author :
Publisher : Urbana : University of Illinois Press
ISBN 13 :
Total Pages : 396 pages
Book Rating : 4.F/5 ( download)

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Book Synopsis Issues in the Economics of Advertising by : Julian Lincoln Simon

Download or read book Issues in the Economics of Advertising written by Julian Lincoln Simon and published by Urbana : University of Illinois Press. This book was released on 1970 with total page 396 pages. Available in PDF, EPUB and Kindle. Book excerpt: A study of how much a company spends on advertising as well as how advertising affects the economy.

Market Performance

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Publisher :
ISBN 13 :
Total Pages : 138 pages
Book Rating : 4.:/5 (31 download)

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Book Synopsis Market Performance by : Bruce W. Marion

Download or read book Market Performance written by Bruce W. Marion and published by . This book was released on 1973 with total page 138 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Review of Marketing 1990

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Publisher : Marketing Classics Press
ISBN 13 : 161311270X
Total Pages : 553 pages
Book Rating : 4.6/5 (131 download)

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Book Synopsis Review of Marketing 1990 by : Valarie A. Zeithaml

Download or read book Review of Marketing 1990 written by Valarie A. Zeithaml and published by Marketing Classics Press. This book was released on 2012 with total page 553 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Big Data and Competition Policy

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Publisher :
ISBN 13 : 9780198788133
Total Pages : 0 pages
Book Rating : 4.7/5 (881 download)

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Book Synopsis Big Data and Competition Policy by : Maurice E. Stucke

Download or read book Big Data and Competition Policy written by Maurice E. Stucke and published by . This book was released on 2016 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Big Data and Big Analytics are a big deal today. Big Data is playing a pivotal role in many companies' strategic decision-making. Companies are striving to acquire a 'data advantage' over rivals. Data-driven mergers are increasing. These data-driven business strategies and mergers raise significant implications for privacy, consumer protection and competition law. At the same time, European and United States' competition authorities are beginning to consider the implications of a data-driven economy on competition policy. In 2015, the European Commission launched a competition inquiry into the e-commerce sector and issued a statement of objections in its Google investigation. The implications of Big Data on competition policy will likely be a part of the mix. Big Data and Competition Policy is the first work to offer a detailed description of the important new issue of Big Data and explains how it relates to competition laws and policy, both in the EU and US. The book helps bring the reader quickly up to speed on what is Big Data, its competitive implications, the competition authorities' approach to data-driven mergers and business strategies, and their current approach's strengths and weaknesses. Written by two recognized leading experts in competition law, this accessible work offers practical guidance and theoretical discussion of the potential benefits (including data-driven efficiencies) and concerns for the practitioner, policy maker, and academic alike.

Advertising and the Market Process

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Author :
Publisher : Pacific Research Institute
ISBN 13 :
Total Pages : 256 pages
Book Rating : 4.:/5 (321 download)

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Book Synopsis Advertising and the Market Process by : Robert Burton Ekelund

Download or read book Advertising and the Market Process written by Robert Burton Ekelund and published by Pacific Research Institute. This book was released on 1988 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Hispanic Market Power

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Author :
Publisher : Taylor & Francis
ISBN 13 : 100086863X
Total Pages : 241 pages
Book Rating : 4.0/5 (8 download)

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Book Synopsis Hispanic Market Power by : Isaac Mizrahi

Download or read book Hispanic Market Power written by Isaac Mizrahi and published by Taylor & Francis. This book was released on 2023-05-03 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: The U.S. Hispanic segment represents the most prominent demographic growth in the country, and a huge and untapped business opportunity for companies willing to move away from preconceived notions and market effectively to Hispanic customers. This book shows you how. Now more than ever, corporations operating in the US should see the Hispanic population at the core of their existing and future strategies, but many leaders believe Hispanic marketing is the same marketing you run for Anglos but translated into Spanish, or that all Hispanics are undocumented immigrants with no purchasing power, or that using Mariachis in their communications is the way to connect with this diverse segment. It’s time for a modern approach, and in this book, Isaac Mizrahi, one of the country’s leading voices in multicultural marketing, uses his unique experience as a corporate executive, agency CEO, and industry leader to help businesses grow by leveraging the booming Hispanic consumer segment to drive sales. Filled with straightforward talk, illustrative case studies, and pragmatic suggestions and recommendations, this book counterbalances academic books on the topic with little connection to day-to-day reality and other books with a more political standpoint. This is a business book created by a marketer for other marketers and business leaders looking to succeed in the U.S.