Data/hora: 12/06/2024 09:05:22

Provedor de dados: | 31
País: | United States
Título: | Agricultural Market Structure, Generic Advertising, and Welfare
Autores: | Cardon,   James H.; Pope,   Rulon D.
Data: | 2006-09-22
Ano: | 2003
Palavras-chave: | Advertising; Market structure; Welfare; Marketing.
Resumo: | This analysis begins with a definition and discussion of productive advertising. Then, following Dixit and Norman, persuasive advertising is used to study the welfare effects of generic advertising by marketing orders. The study first examines horizontal competition when the competing advertiser is a monopoly, and results show that the socially optimal level of advertising for a competitive marketing order is positive only if advertising raises monopoly output. Next, advertising choices of a marketing order which sells its output to a monopolistic distributor are considered. If the distributor is a monopolist, then marketing order advertising raises welfare. This finding is in marked contrast to the results for the horizontal case studied by Dixit and Norman.
Tipo: | Journal Article
Idioma: | Inglês

Identificador:

23760

http://purl.umn.edu/31098

Editor: | AgEcon Search
Relação: | Journal of Agricultural and Resource Economics&gt;Volume 28, Number 02, August 2003

Formato:

16

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