Advertising and Competition: Theory, Mesurement, Act
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The Effects of Competition on Advertising
The Determinants of Advertising Intensity
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3-digit 3-digit industry 4-firm concentration accounting rates adver advertising and concentration advertising capital advertising causes monopoly advertising expenditures advertising increases advertising intensity advertising to sales advertising-sales ratios advertising-to-sales ratios analysis argues argument Bain barriers to entry brand loyalty Brozen Chapter coefficient of advertising collusion to restrict Comanor and Wilson concentrated industries concentration ratios consumer-goods industries consumers dependent variable economies of scale effects of advertising elasticity of demand estimate existing firms finds firm advertising firm's increasing returns industry advertising industry concentration industry rates Kaldor large firms leading firms marginal cost market share market structure monopoly power monopoly profits negative Nelson nonprice competition number of firms oligopolistic oligopoly percent positive and significant positive relationship price-cost margin product differentiation profit rates purchase rates of return ratio of advertising regressions relationship between advertising result returns to advertising scale in advertising stock of advertising studies Telser tests tion unit of quality Weiss