Abstract
The purpose of Chapters 6 and 7 is to examine the various conditions affecting, respectively, the demand and the supply of advertising. This chapter begins by discussing what is unusual about the market in advertising. Next a possible meaning of supply and demand equilibrium in that market is presented. The remainder of the chapter examines how a variety of factors associated with either the characteristics of the consumer or of the product can affect the nature and intensity of the demand for advertising. In conclusion the question is posed as to whether more advertising is consumed or demanded than is economically optimal.
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References
W. Alderson, Dynamic Marketing Behaviour (Irwin, 1965) p. 119.
W. J. Baumol, Economic Theory and Operations Analysis, 2nd ed. (Prentice-Hall, 1965) p. 181.
G. Polanyi, Detergents: a Question of Monopoly, IEA Research Monograph No. 24 (1970) p. 20.
G. Stigler, ‘The Economics of Information’, Journal of Political Economy (1961).
P. Doyle, Advertising Expenditure and Consumer Demand, Oxford Economic Papers (1968).
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© 1974 W. Duncan Reekie
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Reekie, W.D. (1974). Conditions affecting the Demand for Advertising. In: Advertising. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-349-02084-3_6
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DOI: https://doi.org/10.1007/978-1-349-02084-3_6
Publisher Name: Palgrave Macmillan, London
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Online ISBN: 978-1-349-02084-3
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