Advertising and the Marketplace
Edward Elgar Publishing Ltd (Verlag)
978-1-78897-811-8 (ISBN)
How advertising works in the marketplace, and whether it works well, is a complex question to address because there are three sets of players involved–the firms that advertise their products, the potential consumers who view the ads and the platform or medium that intermediates between them. Understanding how these three sets of players interact is the key to understanding the role of advertising in a market economy. The book begins by looking at the rise of advertising in market economies, a phenomenon not accounted for in standard textbook microeconomic models and carefully explains why. This is followed by an examination, both theoretical and empirical, of how firms strategically use advertising to reach consumers and expand the demand for their products. There are also chapters focused on the challenges of deceptive advertising and regulation. The final chapters investigate how two-sided platforms, such as Google and Facebook, are sustained by advertising revenues, and include a review of auction theory and the structure of advertising auction exchanges. These chapters also provide a detailed analysis of public policy issues, including media bias and antitrust concerns.
While designed for use by students in any course that covers the economics of advertising, this book is also an excellent resource for any reader interested in a deeper understanding of this important topic.
Lynne Pepall and Dan Richards, Professors of Economics, Department of Economics, Tufts University, US
Contents: Introduction to Advertising and the Marketplace: An Economics Perspective 1. Foundations 2. The Rise of Advertising and the Economics of Advertising 3. Advertising and the Value of Information 4. Non-Informative Advertising, Consumer Behavior, and Welfare 5. Advertising and Competition 6. Advertising and Consumer Behavior: Empirical Evidence 7. Empirical Evidence on Advertising and Market Outcomes 8. Deceptive Advertising and Puffery 9. Advertising, Signaling, and Product Quality 10. Networks, Platforms, and Advertising 11. Platforms Advertising: Pricing and Profitability 12. Platforms, Advertising, and Competition Policy Index
Erscheinungsdatum | 16.07.2021 |
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Verlagsort | Cheltenham |
Sprache | englisch |
Maße | 169 x 244 mm |
Themenwelt | Sozialwissenschaften ► Kommunikation / Medien ► Journalistik |
Wirtschaft ► Allgemeines / Lexika | |
Wirtschaft ► Volkswirtschaftslehre | |
ISBN-10 | 1-78897-811-0 / 1788978110 |
ISBN-13 | 978-1-78897-811-8 / 9781788978118 |
Zustand | Neuware |
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