IDEAS home Printed from https://ideas.repec.org/a/ris/actuec/v60y1984i3p341-354.html
   My bibliography  Save this article

Structures de marché et intensité de la publicité

Author

Listed:
  • Leroux, François

    (École des Hautes Études Commerciales de Montréal)

  • Zaccour, Georges

    (École des Hautes Études Commerciales de Montréal)

Abstract

Many authors have put into evidence the relations that could exist between the market structure and some demand characteristics for an industry product, on the one hand, and the intensity of advertising undertaken by the same industry on the other hand. Certains auteurs ont mis en évidence les relations qui peuvent exister entre, d’une part, l’intensité de la publicité et, d’autre part, certaines caractéristiques de la demande et les structures du marché. Nous proposons ici une nouvelle vérification de ces liens dans le cadre de l’économie canadienne. Les résultats obtenus tendent à montrer que le degré de concentration et le caractère durable des produits fabriqués ne sont pas des facteurs significatifs de l’intensité de la publicité ainsi qu’il a été soutenu précédemment. En revanche, la taille du marché et le taux de croissance sont des facteurs explicatifs de l’ampleur de l’effort publicitaire.

Suggested Citation

  • Leroux, François & Zaccour, Georges, 1984. "Structures de marché et intensité de la publicité," L'Actualité Economique, Société Canadienne de Science Economique, vol. 60(3), pages 341-354, septembre.
    • Handle: RePEc:ris:actuec:v:60:y:1984:i:3:p:341-354
    as

    Download full text from publisher

    File URL: http://id.erudit.org/iderudit/601300ar
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Primeaux, Walter J, Jr, 1981. "An Assessment of the Effect of Competition on Advertising Intensity," Economic Inquiry, Western Economic Association International, vol. 19(4), pages 613-625, October.
    2. Nelson, Phillip, 1970. "Information and Consumer Behavior," Journal of Political Economy, University of Chicago Press, vol. 78(2), pages 311-329, March-Apr.
    3. Stanley I. Ornstein, 1977. "Industrial Concentration and Advertising Intensity," Books, American Enterprise Institute, number 969587, September.
    4. Lester G. Telser, 1964. "Advertising and Competition," Journal of Political Economy, University of Chicago Press, vol. 72(6), pages 537-537.
    5. Nelson, Philip, 1974. "Advertising as Information," Journal of Political Economy, University of Chicago Press, vol. 82(4), pages 729-754, July/Aug..
    6. Telser, Lester G, 1969. "Another Look at Advertising and Concentration," Journal of Industrial Economics, Wiley Blackwell, vol. 18(1), pages 85-94, November.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Chan, Tat Y. & Narasimhan, Chakravarthi & Yoon, Yeujun, 2017. "Advertising and price competition in a manufacturer-retailer channel," International Journal of Research in Marketing, Elsevier, vol. 34(3), pages 694-716.
    2. Ourania Notta & Kostas Oustapassidis, 2001. "Profitability and Media Advertising in Greek Food Manufacturing Industries," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 18(1), pages 115-126, February.
    3. Serafin Grundl & You Suk Kim, 2019. "Consumer mistakes and advertising: The case of mortgage refinancing," Quantitative Marketing and Economics (QME), Springer, vol. 17(2), pages 161-213, June.
    4. Régis Chenavaz & Sajjad M. Jasimuddin, 2017. "An analytical model of the relationship between product quality and advertising," Post-Print hal-01685892, HAL.
    5. Duncan Simester & Yu (Jeffrey) Hu & Erik Brynjolfsson & Eric T. Anderson, 2009. "Dynamics Of Retail Advertising: Evidence From A Field Experiment," Economic Inquiry, Western Economic Association International, vol. 47(3), pages 482-499, July.
    6. Stone, Michael P. & Miceli, Thomas J., 2012. "Optimal attorney advertising," International Review of Law and Economics, Elsevier, vol. 32(3), pages 329-338.
    7. Tülin Erdem & Michael Keane & Baohong Sun, 2008. "The impact of advertising on consumer price sensitivity in experience goods markets," Quantitative Marketing and Economics (QME), Springer, vol. 6(2), pages 139-176, June.
    8. Yajie Chen & Qinlin Zhong & Fuxiu Jiang, 2020. "The capital market spillover effect of product market advertising: Evidence from stock price synchronicity," Frontiers of Business Research in China, Springer, vol. 14(1), pages 1-21, December.
    9. Zellner, James A., 1984. "Persuasive And Informative Advertising Of Standardized And Non-Standard Food Products: Different Implications For Entry Barriers And Profitability," 1984 Annual Meeting, August 5-8, Ithaca, New York 279029, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    10. Kyle Bagwell & Garey Ramey, 1988. "Advertising and Limit Pricing," RAND Journal of Economics, The RAND Corporation, vol. 19(1), pages 59-71, Spring.
    11. Thunström, Linda & Nordström, Jonas & Shogren, Jason F., 2015. "Certainty and overconfidence in future preferences for food," Journal of Economic Psychology, Elsevier, vol. 51(C), pages 101-113.
    12. J. K. Pappalardo, 2022. "Economics of Consumer Protection: Contributions and Challenges in Estimating Consumer Injury and Evaluating Consumer Protection Policy," Journal of Consumer Policy, Springer, vol. 45(2), pages 201-238, June.
    13. repec:ebl:ecbull:v:10:y:2004:i:8:p:1-8 is not listed on IDEAS
    14. Dhaval M. Dave, 2013. "Effects of Pharmaceutical Promotion: A Review and Assessment," NBER Working Papers 18830, National Bureau of Economic Research, Inc.
    15. Thomas de Haan & Theo Offerman & Randolph Sloof, 2015. "Money Talks? An Experimental Investigation Of Cheap Talk And Burned Money," International Economic Review, Department of Economics, University of Pennsylvania and Osaka University Institute of Social and Economic Research Association, vol. 56(4), pages 1385-1426, November.
    16. Aslan, Hadiye & Kumar, Praveen, 2016. "The product market effects of hedge fund activism," Journal of Financial Economics, Elsevier, vol. 119(1), pages 226-248.
    17. Pracejus, John W. & O'Guinn, Thomas C. & Olsen, G. Douglas, 2013. "When white space is more than “burning money”: Economic signaling meets visual commercial rhetoric," International Journal of Research in Marketing, Elsevier, vol. 30(3), pages 211-218.
    18. Marco Costanigro & Yuko Onozaka, 2020. "A Belief‐Preference Model of Choice for Experience and Credence Goods," Journal of Agricultural Economics, Wiley Blackwell, vol. 71(1), pages 70-95, February.
    19. C F Elliott & R Simmons, 2007. "Determinants of UK box office success: the impact of quality signals," Working Papers 584026, Lancaster University Management School, Economics Department.
    20. Charity, Nabwire Ephamia Juma, 2016. "Economic Analysis Of Consumers’ Awareness And Willingness To Pay For Geographical Indicators And Other Quality Attributes Of Honey In Kenya," Research Theses 265574, Collaborative Masters Program in Agricultural and Applied Economics.
    21. Michaela Haase, 2015. "The cooperation of marketing theory and the ethic of responsibility: an analysis with focus on two views on value creation," Chapters, in: Handbook on Ethics and Marketing, chapter 7, pages 125-149, Edward Elgar Publishing.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ris:actuec:v:60:y:1984:i:3:p:341-354. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Benoit Dostie (email available below). General contact details of provider: https://edirc.repec.org/data/scseeea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.