Economics of Advertising

Edited by Kyle Bagwell, Stanford University, US

'A unique feature of the book is the systematic and integrative approach used in the presentation of a necessary theoretical framework in the area under study before providing any empirical evidence.'<BR>- M.M. Anand, Global Business Review

• Contents:AcknowledgementsIntroduction Kyle BagwellPART IADVERTISING: PERSUASION AND WELFARE 1. Nicholas Kaldor (1950), ‘The Economic Aspects of Advertising’2. Avinash Dixit and Victor Norman (1978), ‘Advertising and Welfare’3. Carl Shapiro (1980), ‘Advertising and Welfare: Comment’4. Franklin M. Fisher and John J. McGowan (1979), ‘Advertising and Welfare: Comment’5. Gary S. Becker and Kevin M. Murphy (1993), ‘A Simple Theory of Advertising as a Good or Bad’PART IIADVERTISING: INFORMATION AND WELFARE 6. George J. Stigler (1961), ‘The Economics of Information’7. Lester G. Telser (1964), ‘Advertising and Competition’8. Phillip Nelson (1970), ‘Information and Consumer Behavior’9. Phillip Nelson (1974), ‘Advertising as Information’PART IIIADVERTISING AND SEARCH GOODS: THEORY 10. Gerard R. Butters (1977), ‘Equilibrium Distributions of Sales and Advertising Prices’11. Gene M. Grossman and Carl Shapiro (1984), ‘Informative Advertising with Differentiated Products’12. Jacques Robert and Dale O. Stahl, II (1993), ‘Informative Price Advertising in a Sequential Search Model’13. Kyle Bagwell and Garey Ramey (1994), ‘Coordination Economies, Advertising, and Search Behavior in Retail Markets’PART IVADVERTISING AND SEARCH GOODS: EMPIRICAL 14. Lee Benham (1972), ‘The Effect of Advertising on the Price of Eyeglasses’15. John F. Cady (1976), ‘An Estimate of the Price Effects of Restrictions on Drug Price Advertising’16. John E. Kwoka, Jr. (1984), ‘Advertising and the Price and Quality of Optometric Services’17. Jeffrey Milyo and Joel Waldfogel (1999), ‘The Effect of Price Advertising on Prices: Evidence in the Wake of 44 Liquormart’PART VADVERTISING AND PRODUCT QUALITY INFORMATION: THEORY 18. Richard Schmalensee (1978), ‘A Model of Advertising and Product Quality’19. Richard E. Kihlstrom and Michael H. Riordan (1984), ‘Advertising as a Signal’20. Paul Milgrom and John Roberts (1986), ‘Price and Advertising Signals of Product Quality’21. Mark N. Hertzendorf (1993), ‘I’m Not a High-Quality Firm – But I Play One on TV’PART VIADVERTISING AND PRODUCT QUALITY INFORMATION: EMPIRICAL 22. Gerard J. Tellis and Claes Fornell (1988), ‘The Relationship Between Advertising and Product Quality Over the Product Life Cycle: A Contingency Theory’23. Richard E. Caves and David P. Greene (1996), ‘Brands’ Quality Levels, Prices, and Advertising Outlays: Empirical Evidence on Signals and Information Costs’24. Louis Thomas, Scott Shane and Keith Weigelt (1998), ‘An Empirical Examination of Advertising as a Signal of Product Quality’PART VIIADVERTISING AND MARKET STRUCTURE: THEORY 25. Robert Dorfman and Peter O. Steiner (1954), ‘Optimal Advertising and Optimal Quality’26. A. Michael Spence (1980), ‘Notes on Advertising, Economies of Scale, and Entry Barriers’27. Richard Schmalensee (1983), ‘Advertising and Entry Deterrence: An Exploratory Model’28. Kyle Bagwell and Garey Ramey (1988), ‘Advertising and Limit Pricing’29. Avner Shaked and John Sutton (1987), ‘Product Differentiation and Industrial Structure’PART VIIIADVERTISING AND MARKET STRUCTURE: EMPIRICAL 30. William S. Comanor and Thomas A. Wilson (1979), ‘The Effect of Advertising on Competition: A Survey’31. F. Gasmi, J.J. Laffont, Q. Vuong (1992), ‘Econometric Analysis of Collusive Behavior in a Soft-Drink Market’32. Vrinda Kadiyali (1996), ‘Entry, Its Deterrence, and Its Accommodation: A Study of the U.S. Photographic Film Industry’33. Margaret E. Slade (1995), ‘Product Rivalry with Multiple Strategic Weapons: An Analysis of Price and Advertising Competition’34. Timothy F. Bresnahan (1992), ‘Sutton’s Sunk Costs and Market Structure: Price Competition, Advertising, and the Evolution of Concentration’Name Index