Advertising and the Theory of the Firm

  • W. Duncan Reekie


For many years writers argued that advertising was both informative and persuasive. This was in the Marshall-Pigovian tradition. In 1974, however, Professor Phillip Nelson1 wrote an article claiming that advertising was simply information, and that all advertising’s major features could be understood in terms of the information function.


Marginal Utility Demand Curve Advertising Message Advertising Intensity Advertise Product 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Notes and References

  1. 2.
    Phillip Nelson, ‘Advertising as Information’, Journal of Political Economy (1974).Google Scholar
  2. 2.
    Nicholas Kaldor, ‘The Economic Aspects of Advertising’, Review of Economic Studies (1950).Google Scholar
  3. 3.
    Lester Telser, ‘Supply and Demand for Advertising Messages’, American Economic Review (1966).Google Scholar
  4. 4.
    Edward H. Chamberlain, The Theory of Monopolistic Competition (Harvard 1960) pp. 118–20 and p. 172.Google Scholar
  5. 5.
    Joan Robinson, The Economics of Imperfect Competition (Macmillan, 1933) pp. 90 and 101.Google Scholar
  6. 8.
    Yale Brozen, Advertising and Society (New York University Press, 1974) p. 101.Google Scholar

Copyright information

© W. Duncan Reekie 1981

Authors and Affiliations

  • W. Duncan Reekie

There are no affiliations available

Personalised recommendations