The Economics of Advertising (RLE Advertising).
What is the economic justification of advertising? Is it a vital energizing force in industry, or does it represent a serious waste of money and effort? The great increase in the volume of publicity in modern times is causing people to wonder what its final outcome will be, and whether it is a devel...
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Taylor & Francis Group,
|Loạt:||Routledge Library Editions: Advertising Ser.
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- The Economics of Advertising
- Title Page
- Copyright Page
- Original Title Page
- Original Copyright Page
- Table of Contents
- Part One Advertising and Industry-An Economic Analysis
- Chapter One The Development of Advertising and its Significance
- The Rise of Modern Marketing Methods
- Greater variety of production.
- Increased control of the market by producers.
- The growth of competition.
- Large-scale production
- Chapter Two The Functions of Advertising (1)
- The Claims made for Advertising
- (1) "Advertising is a means of giving information about goods and services
- Is advertising used to inform or to persuade?
- (2) "Advertising is an economical method of selling
- An economical method of appealing to the million.
- Building business prestige
- (3) "The reputation of a product is built up by advertising and a definite standard of quality is thereby assured
- (4) "Advertising increases production (i) by stimulating wants and (ii) by promoting the productive efficiency of the purchaser
- Stimulating the spirit of emulation
- Increasing the productive efficiency of the purchaser
- (5) "Advertising increases the efficiency of the advertiser
- Market research
- Chapter Three The Functions of Advertising (2)
- The Claims Made for Advertising
- (6) "Advertising can be used to stabilise demand
- Advertising and the trade cycle.
- Advertising and seasonal fluctuations.
- The practice of advertisers in relation to business fluctuations
- (7) "The consumer derives more satisfaction from the use of advertised goods
- (8) "By making possible large-scale production and distribution advertising lowers costs
- No generalization is possible.
- The difficulty of measuring the influence of advertising on costs.
- Advertising sometimes reduces costs.
- Types of large-scale businesses.
- Unused productive capacity
- Advertising and large-scale distribution
- The relation between large-scale operation and costs.
- Some difficulties of mass production and distribution
- (9) "Advertising increases demand
- Department stores
- Chapter Four Criticisms of Advertising (1)
- (I) "Advertising raises prices
- Price may not be limited by normal cost of production.
- Competition in price and in quality
- (2) "Advertising is necessarily uncertain in its results, is conducted inefficiently, and leads to wasteful competition
- (i) "The results of advertising are necessarily uncertain
- (ii) "Advertising is conducted inefficiently
- Determining the advertising appropriation.
- The co-ordination of advertising and marketing
- (iii) "Advertising leads to wasteful competition
- (iv) "There is excessive competition between members of the advertising business
- Chapter Five Criticisms of Advertising (2)
- (3) "Advertisements do not give adequate and reliable information about goods
- (i) "By advertising people are induced to prefer goods which are physically identical with others or are inferior to them
- (ii) "Much advertising is characterized by exaggerated and misleading statements. Its appeal is emotional rather than rational
- Part Two Advertising and the Community
- Chapter Six Some Social Criticisms of Advertising
- The Power of Advertisers to Mould Opinion
- Chapter Seven The Press and Advertising
- The Commercialization of the Press
- Advertising and Editorial Policy
- Chapter Eight The Relation of Advertising to some Modern Developments in Marketing
- The Increasing Control of Marketing by Manufacturers
- Wholesalers' and retailers' brands
- The changing status of the retailer
- Price maintenance
- Standardization and Branding.
- Chapter Nine The Organization of the Advertising Business
- The Advertising Agency
- The Press Agent
- The Advertising Consultant
- Poster Advertising
- The Work of Advertising Agencies
- The Remuneration of Advertising Agents
- The Audit Bureau of Circulations
- Associations in the Advertising Business
- Chapter Ten Concluding Questions the Future of Advertising
- The Power of the Advertiser
- Wider uses of Advertising
- Part Three The Scope and Development of Advertising-A Statistical Survey
- Chapter Eleven The National Expenditure on Advertising-The Development of Press advertising
- The Total National Expenditure
- The Growth in Expenditure
- The Development of Press Advertising
- (i) Newspaper circulations
- (ii) Volume of advertising space
- London daily newspapers
- Provincial daily newspapers
- (iii) Volume of advertising as indicated by space and circulations. London daily newspapers
- Expenditure by Individual Advertisers
- Advertising Expense as a Proportion of the Final Selling Price
- Chapter Twelve The Distribution of Advertising Expenditure
- The Classes of Goods Advertised
- Advertising Media
- The Principal Groups of Advertisers
- Appendix One The Scope of an Economic Analysis of Advertising
- Appendix Two The History of Press and Poster Advertising