The Economic Analysis of Advertising文稿

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1、TheEconomicAnalysisofAdvertisingbyKyleBagwellThisversion:March20031.Introduction(pages1-6)2.ViewsonAdvertising(pages6-25)2.1.SettingtheStage2.2.ThePersuasiveView2.3.TheInformativeView2.4.TheComplementaryView2.5.Summary3.EmpiricalRegularities(pages26-54)3.1.TheDirectEffectsofAdvertising3.1.

2、1.Sales3.1.2.BrandLoyaltyandMarket-ShareStability3.1.3.AdvertisingScaleEconomies3.2.TheIndirectEffectsofAdvertising3.2.1.Concentration3.2.2.Profit3.2.3.Entry3.2.4.Price3.2.5.Quality3.3.Summary4.MonopolyAdvertising(pages54-69)4.1.ThePositiveTheoryofMonopolyAdvertising4.1.1.TheDorfman-Steiner

3、Model4.1.2.TwoExamples4.2.TheNormativeTheoryofMonopolyAdvertising4.2.1.ThePersuasiveView4.2.2.AnAlternativeApproach4.2.3.Price-MaintainingandPrice-DecreasingMonopolyAdvertising4.2.4.Price-IncreasingMonopolyAdvertising4.3.Summary5.AdvertisingandPrice(pages69-83)5.1.HomogenousProducts5.2.Di

4、fferentiatedProducts5.3.Non-PriceAdvertising5.4.LossLeaders5.5.Summary6.AdvertisingandQuality(pages83-103)6.1.Signaling-EfficiencyEffect6.2.Repeat-BusinessEffect6.3.Match-Products-to-BuyersEffect6.4.Quality-GuaranteeEffect6.5.Summary7.AdvertisingandEntryDeterrence(pages103-116)7.1.Advertisingand

5、Goodwill7.2.AdvertisingandSignaling7.3.Summary8.EmpiricalAnalyses(pages116-128)8.1.AdvertisingandtheHousehold8.2.AdvertisingandFirmConduct8.3.Summary9.SunkCostsandMarketStructure(pages128-136)9.1.MainIdeas9.2.EconometricTestsandIndustryHistories9.3.RelatedWork9.4.Summary10.OtherTopics(pag

6、es136-137)11.Conclusion(pages137-138)12.References(pages138-164)Figures1-5bTheEconomicAnalysisofAdvertisingKyleBagwell∗Thisversion:March2003“Whatmakestheadvertisingissuefascinating...isthatitisfundamentallyanissueinhowtoestablishtruthineconomics.”(PhillipNelson,1974a)1.IntroductionByitsve

7、rynature,advertisingisaprominentfeatureofeconomiclife.Adver-tisingreachesconsumersthroughtheirTVsets,radios,newspapers,magazines,mailboxesandmore.Notsurprisingly,theassociatedadvertisingexpenditurescanbehuge.Forexample,AdvertisingAge(2002)reportsthat,in2001,GeneralM