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L'analyse microéconomique des dépenses publicitaires

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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

Since business analysis is based on the autonomy of economic decision-making units, two types of scientific approaches apply to the microeconomic analysis of the company. Theoretical analyses on the effectiveness of advertising expenditure are based on standardized market hypotheses and producer and consumer behaviour that meet the standards of neoclassical analysis. Empirical studies of advertising decisions are more numerous. Their objective is to define a methodological framework for the preparation of company decisions, in particular by questioning the effectiveness of advertising for decentralized economic units. Several models are presented and analysed in terms of their theoretical interest or practical usefulness.

Suggested Citation

  • Jacques Fontanel, 1979. "L'analyse microéconomique des dépenses publicitaires," Post-Print hal-03156532, HAL.
    • Handle: RePEc:hal:journl:hal-03156532
    Note: View the original document on HAL open archive server: https://hal.univ-grenoble-alpes.fr/hal-03156532
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    References listed on IDEAS

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    6. 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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