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Comparative and Targeted Advertising in Competitive Markets / Joanna Pousset / Malakoff : ENSAE (2008)
Titre : Comparative and Targeted Advertising in Competitive Markets Type de document : document électronique Auteurs : Joanna Pousset Editeur : Malakoff : ENSAE Année de publication : 2008 Autre Editeur : Palaiseau (91) ; Bruz (35) : CREST Importance : application/pdf Langues : Anglais (eng) Descripteurs : Publication d'auteur CREST , Publication d'auteur ENSAE , Thèse ENSAE Tags : Comparative Advertising Persuasive Advertising Informative Advertising Targeted Advertising Collusion Price Competition Product Differentiation Two-sided Markets Price Discrimination Résumé : By its very nature, advertising is a pervasive feature of economic life. It is an increasingly important tool in strategic interactions in competitive markets.
Whether the role of advertising is to enhance the image of the product in the eyes of consumers and change their preferences, or to inform them about the release of a new product in the market, or rather to provide information on prices or qualities of existing products, an important question puzzles the economists: Why do consumers respond to advertising? As economists have struggled with this question, three views have emerged. The first view is that advertising is persuasive, that is, it alters consumers' tastes and creates spurious product differentiation and brand loyalty. As a consequence, it has no "real" value to consumers, but rather induces artificial product differentiation. The second view is that advertising is informative. According to this approach, many markets are characterized by imperfect consumer information, since search costs may deter a consumer from learning of each product's existence, price and quality. Advertising is the endogenous response that the market offers as a solution: when a firm advertises, consumers receive information. The third view is that advertising is complementary to the advertised product. According to this perspective, advertising does not change consumers' preferences, as in the persuasive view; furthermore, it may, but need not, provide information. Instead, it is assumed that consumers possess a stable set of preferences into which advertising enters directly in a fashion that is complementary with the consumption of the advertised productNote de thèse : Th. doct. : Sciences économiques : Universitat Autònoma de Barcelona : 2008 En ligne : http://pastel.archives-ouvertes.fr/pastel-00005167/en/ Permalink : https://genes.bibli.fr/index.php?lvl=notice_display&id=85301 Comparative and Targeted Advertising in Competitive Markets [document électronique] / Joanna Pousset . - Malakoff : ENSAE : Palaiseau (91) ; Bruz (35) : CREST, 2008 . - application/pdf.
Langues : Anglais (eng)
Descripteurs : Publication d'auteur CREST , Publication d'auteur ENSAE , Thèse ENSAE Tags : Comparative Advertising Persuasive Advertising Informative Advertising Targeted Advertising Collusion Price Competition Product Differentiation Two-sided Markets Price Discrimination Résumé : By its very nature, advertising is a pervasive feature of economic life. It is an increasingly important tool in strategic interactions in competitive markets.
Whether the role of advertising is to enhance the image of the product in the eyes of consumers and change their preferences, or to inform them about the release of a new product in the market, or rather to provide information on prices or qualities of existing products, an important question puzzles the economists: Why do consumers respond to advertising? As economists have struggled with this question, three views have emerged. The first view is that advertising is persuasive, that is, it alters consumers' tastes and creates spurious product differentiation and brand loyalty. As a consequence, it has no "real" value to consumers, but rather induces artificial product differentiation. The second view is that advertising is informative. According to this approach, many markets are characterized by imperfect consumer information, since search costs may deter a consumer from learning of each product's existence, price and quality. Advertising is the endogenous response that the market offers as a solution: when a firm advertises, consumers receive information. The third view is that advertising is complementary to the advertised product. According to this perspective, advertising does not change consumers' preferences, as in the persuasive view; furthermore, it may, but need not, provide information. Instead, it is assumed that consumers possess a stable set of preferences into which advertising enters directly in a fashion that is complementary with the consumption of the advertised productNote de thèse : Th. doct. : Sciences économiques : Universitat Autònoma de Barcelona : 2008 En ligne : http://pastel.archives-ouvertes.fr/pastel-00005167/en/ Permalink : https://genes.bibli.fr/index.php?lvl=notice_display&id=85301 Documents numériques
Comparative and Targeted Advertising in Competitive MarketsAdobe Acrobat PDF