Abstract
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.
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References
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© 1974 W. Duncan Reekie
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Reekie, W.D. (1974). Conditions affecting the Supply of Advertising. In: Advertising. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-349-02084-3_7
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DOI: https://doi.org/10.1007/978-1-349-02084-3_7
Publisher Name: Palgrave Macmillan, London
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