| Registro completo |
| Provedor de dados: |
AgEcon
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| País: |
United States
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| Título: |
Agricultural Market Structure, Generic Advertising, and Welfare
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| Autores: |
Cardon, James H.
Pope, Rulon D.
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| Data: |
2006-09-22
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| Ano: |
2003
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| Palavras-chave: |
Advertising
Market structure
Welfare
Marketing
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| 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.
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| Tipo: |
Journal Article
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| Idioma: |
Inglês
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| Identificador: |
23760
http://purl.umn.edu/31098
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| Editor: |
AgEcon Search
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| Relação: |
Journal of Agricultural and Resource Economics>Volume 28, Number 02, August 2003
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| Formato: |
16
application/pdf
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