A PYMNTS Company

Advertising and Competition

By  |  April 28, 2015

Posted by Social Science Research Network

    Get the Full Story

    Complete the form to unlock this article and enjoy unlimited free access to all PYMNTS content — no additional logins required.

    yesSubscribe to our daily newsletter, PYMNTS Today.

    By completing this form, you agree to receive marketing communications from PYMNTS and to the sharing of your information with our sponsor, if applicable, in accordance with our Privacy Policy and Terms and Conditions.

    Advertising and Competition Anthony J. Dukes (University of Southern California)

    Abstract: This chapter provides an introduction to the economic analysis of advertising, providing the foundation that is needed to understand how advertising relates to product differentiation and to various antitrust theories that directly involve advertising. As explained below, advertising is an important competitive tool that firms use to convey information to potential purchasers about their products’ performance characteristics and price. This makes advertising conduct an important market attribute.