Issues in Advertising: The Economics of Persuasion

By David G. Tuerck | Go to book overview

MAJOR CONTRIBUTORS

D. A. L. Auld
Professor of Economics, University of Guelph

David M. Blank
Vice President and Chief Economist, CBS, Inc.

Robert H. Bork
Professor of Law, Yale University
and Adjunct Scholar, American Enterprise Institute
former Solicitor General of the United States

Gerard R. Butters
Assistant Professor of Economics, Princeton University

William S. Comanor
Professor of Economics, University of California, Santa Barbara

Harold Demsetz
Professor of Economics, University of California at Los Angeles

James M. Ferguson
Associate Professor of Business Economics
Graduate School of Management, University of Rochester

John A. Henning
Professor of Economics, Syracuse University

Yehuda Kotowitz
Professor of Economics, University of Toronto

Kelvin J. Lancaster
Professor of Economics, Columbia University

Wesley J. Liebeler
Professor of Law, University of California at Los Angeles
former Chief, Office of Policy Planning and Evaluation Federal Trade Commission

Steven Lustgarten
Associate Professor of Economics
Baruch College, City University of New York

-v-

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Issues in Advertising: The Economics of Persuasion
Table of contents

Table of contents

  • Title Page iii
  • Major Contributors v
  • Contents ix
  • Introduction 1
  • Acknowledgments 11
  • Part One Issues in Regulation 13
  • Advertising and Legal Theory 15
  • Advertising Regulation and the Consumer Movement 27
  • Commentaries 45
  • Part Two Advertising and the Firm 69
  • Towards a Theory of the Economics of Advertising 71
  • Introduction 71
  • Optimal Advertising: An Intra-Industry Approach 91
  • Conclusion 111
  • Technical Appendix 112
  • Commentaries 115
  • Part Three Advertising as Information 131
  • Advertising as Information Once More 133
  • Appendix A: Derivation of the Relationship Between a and P 156
  • Appendix B: Data Sources 158
  • Advertising, Information, and Product Differentiation 184
  • Commentaries 193
  • Four Part Advertising, Concentration, and Profits 215
  • Advertising Intensity and Industrial Concentration- an Empirical Inquiry, 1947-1967 217
  • Conclusions 249
  • Advertising and Oligopoly: Correlations in Search of Understanding 253
  • Appendix A 262
  • Appendix B 263
  • Commentaries 267
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