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Analyse macroéconomique 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

There are few econometric analyses and simulations of the effects of advertising on major economic variables. This study shows that advertising has an accelerating effect on short-term purchases and annual GDP, but its spending is more of a drag in the longer term. It therefore leads to an anticipation of purchases and, to this end, it contributes to inflationary pressures. Advertising contributes to a country's economic recovery, but because of its action on prices, it then limits its relative competitiveness in the longer term, all other things being equal. On the other economic variables, its structural effects do not appear to be significant.

Suggested Citation

  • Jacques Fontanel, 1979. "Analyse macroéconomique de la publicité," Post-Print hal-03157809, HAL.
    • Handle: RePEc:hal:journl:hal-03157809
    Note: View the original document on HAL open archive server: https://hal.univ-grenoble-alpes.fr/hal-03157809
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    File URL: https://hal.univ-grenoble-alpes.fr/hal-03157809/document
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    References listed on IDEAS

    as
    1. Lester G. Telser, 1964. "Advertising and Competition," Journal of Political Economy, University of Chicago Press, vol. 72(6), pages 537-537.
    2. Nelson, Philip, 1974. "Advertising as Information," Journal of Political Economy, University of Chicago Press, vol. 82(4), pages 729-754, July/Aug..
    3. 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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