Advertising pp 95-112 | Cite as

Conditions affecting the Supply of Advertising

  • W. Duncan Reekie


Advertising levels depend on more than the nature of demand for information. Supply conditions are also important. This chapter examines four variables influencing the supply of advertising: first, economies of scale in production; second, innovation; third, market power and psychological considerations. Finally, we shall consider what is meant by oversupply of advertising.


Market Power Entry Barrier Market Concentration Limit Price Advertising Expenditure 
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Copyright information

© W. Duncan Reekie 1974

Authors and Affiliations

  • W. Duncan Reekie
    • 1
  1. 1.Department of Business StudiesUniversity of EdinburghUK

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