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Introduction à l'analyse économique de la publicité

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  • Jacques Fontanel

    (CESICE - Centre d'études sur la sécurité internationale et les coopérations européennes - UPMF - Université Pierre Mendès France - Grenoble 2 - IEPG - Sciences Po Grenoble - Institut d'études politiques de Grenoble)

Abstract

Advertising is a profit-oriented mass communication technique aimed at conveying a message in order to stimulate demand for a product. It must be distinguished from propaganda, public relations and sales promotion. It is a strategy, a plan of action. It aims to incite consumers to increase their propensity to buy dedicated products. While empirical analyses on advertising are abundant, proper economic studies are rare, often partial, even biased. There is no real economic theory of advertising, but rather sociological and philosophical reflections. Advertising creates the desire to buy, not only to satisfy a need satisfied by the purchase, but also to communicate socially by highlighting a social status.

Suggested Citation

  • Jacques Fontanel, 1979. "Introduction à l'analyse économique de la publicité," Post-Print hal-03156506, HAL.
    • Handle: RePEc:hal:journl:hal-03156506
    Note: View the original document on HAL open archive server: https://hal.univ-grenoble-alpes.fr/hal-03156506
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    References listed on IDEAS

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    1. P. K. Else, 1966. "The Incidence Of Advertising In Manufacturing Industries," Oxford Economic Papers, Oxford University Press, vol. 18(1), pages 88-110.
    2. James M. Ferguson, 1967. "Advertising and Liquor," The Journal of Business, University of Chicago Press, vol. 40, pages 414-414.
    3. Lester G. Telser, 1964. "Advertising and Competition," Journal of Political Economy, University of Chicago Press, vol. 72(6), pages 537-537.
    4. Nelson, Philip, 1974. "Advertising as Information," Journal of Political Economy, University of Chicago Press, vol. 82(4), pages 729-754, July/Aug..
    5. Comanor, William S & Wilson, Thomas A, 1969. "Advertising and the Advantages of Size," American Economic Review, American Economic Association, vol. 59(2), pages 87-98, May.
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