IDEAS home Printed from https://ideas.repec.org/p/ags/aaea79/278214.html
   My bibliography  Save this paper

Revisiting the Advertising - Concentration Issue

Author

Listed:
  • Ward, Ronald W.
  • Behr, Robert M.

Abstract

Increases in advertising efforts are reasonably well documented among most U.S. industries [Nelson, p.431. Yet the economic controversy relating to the causal linkage between advertising intensity and changing market structures has by no means been settled. Advertising can represent a major barrier to entry via its role in achieving product differentiation. In contrast advertising may enhance competition with the dissemination of information through competitive advertising, While the advertising issues are varied and complex, this paper will setforth additional empirical evidence showing the relationship between advertising intensity and changing industry structure. In particular, the intensity of advertising across industry levels of concentration will be addressed and reference given to the food industries.

Suggested Citation

  • Ward, Ronald W. & Behr, Robert M., 1979. "Revisiting the Advertising - Concentration Issue," 1979 Annual Meeting, July 29-August 1, Pullman, Washington 278214, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    • Handle: RePEc:ags:aaea79:278214
    DOI: 10.22004/ag.econ.278214
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/278214/files/aaea-1979-072.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.278214?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Strickland, Allyn D & Weiss, Leonard W, 1976. "Advertising, Concentration, and Price-Cost Margins," Journal of Political Economy, University of Chicago Press, vol. 84(5), pages 1109-1121, October.
    2. Stanley I. Ornstein, 1977. "Industrial Concentration and Advertising Intensity," Books, American Enterprise Institute, number 969587, September.
    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. Cotterill, Ron, 1980. "Changing Structure of Mass Media Markets: relevance for Policy Initiatives on Advertising in the Food System," Staff Paper Series 200623, Michigan State University, Department of Agricultural, Food, and Resource Economics.
    2. 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).
    3. Wang, Shinn-Shyr & Stiegert, Kyle W. & Rogers, Richard T., 2006. "Structural Change in the U.S. Food Manufacturing Sector," 2006 Annual meeting, July 23-26, Long Beach, CA 21045, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    4. Didier Tatoutchoup & Octave Keutiben, 2020. "Liberalization of the market for alcohol: Evidence from a Canadian province," Economics Bulletin, AccessEcon, vol. 40(1), pages 782-800.
    5. Michael Salinger, 1990. "The Concentration-Margins Relationship Reconsidered," Brookings Papers on Economic Activity, Economic Studies Program, The Brookings Institution, vol. 21(1990 Micr), pages 287-335.
    6. Essling, Christian & Koenen, Johannes & Peukert, Christian, 2017. "Competition for attention in the digital age: The case of single releases in the recorded music industry," Information Economics and Policy, Elsevier, vol. 40(C), pages 26-40.
    7. ÖRS, Evren, 2006. "The Role of Advertising in Commercial Banking," CEPR Discussion Papers 5461, C.E.P.R. Discussion Papers.
    8. Steve Wildman, 1982. "Economic Consequences of the Informational Characteristics of Mass Media," The American Economist, Sage Publications, vol. 26(1), pages 5-10, March.
    9. Sawyer, Malcolm C., 1982. "On the specification of structure-performance relationships," European Economic Review, Elsevier, vol. 17(3), pages 295-306.
    10. Buck, Andrew J. & Lady, George M., 2005. "Falsifying economic models," Economic Modelling, Elsevier, vol. 22(5), pages 777-810, September.
    11. 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.
    12. Kishore Gawande & Pravin Krishna & Michael J. Robbins, 2006. "Foreign Lobbies and U.S. Trade Policy," The Review of Economics and Statistics, MIT Press, vol. 88(3), pages 563-571, August.
    13. Chen, Jihui & Waters, George, 2017. "Firm efficiency, advertising and profitability: Theory and evidence," The Quarterly Review of Economics and Finance, Elsevier, vol. 63(C), pages 240-248.
    14. Mausumi Kar, 2012. "National and Global Aspects of India’s Textiles and Apparel Industry and Trade: An Overview," South Asian Journal of Macroeconomics and Public Finance, , vol. 1(1), pages 81-133, June.
    15. Marcelo Resende, 2007. "Structure, conduct and performance: a simultaneous equations investigation for the Brazilian manufacturing industry," Applied Economics, Taylor & Francis Journals, vol. 39(7), pages 937-942.
    16. Pagoulatos, Emilio & Sorensen, Robert, 1979. "Foreign Trade, Protection, And Multinational Activity In U.S. Food Processing Industries," Southern Journal of Agricultural Economics, Southern Agricultural Economics Association, vol. 11(1), pages 1-7, July.
    17. 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.
    18. Haw, In-Mu & Hu, Bingbing & Lee, Jay Junghun, 2015. "Product market competition and analyst forecasting activity: International evidence," Journal of Banking & Finance, Elsevier, vol. 56(C), pages 48-60.
    19. Clark, Don P., 2010. "Scale economies and intra-industry trade," Economics Letters, Elsevier, vol. 108(2), pages 190-192, August.
    20. Rakotoarisoa, Manitra A. & Henneberry, Shida Rastegari & Shapouri, Shahla & Trueblood, Michael A., 2003. "The Export Market For Differentiated Processed Agricultural Products: The Role Of Factor Prices And Fixed Costs," 2003 Annual meeting, July 27-30, Montreal, Canada 21964, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).

    More about this item

    Keywords

    Marketing;

    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:ags:aaea79:278214. 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: AgEcon Search (email available below). General contact details of provider: http://www.aaea.org .

    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.