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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
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    References listed on IDEAS

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