Overview

The research review discusses important papers in the Economics of Advertising since the Millennium. It covers embellishments of established theories, newer theories, and empirical testing of both. Topics include informative, persuasive, and comparative advertising, content analysis, targeting, information congestion, signalling, and information disclosure. Scholars of marketing and economics will find here both a back-drop and recent advances.

Full Product Details

Author:   Simon P. Anderson
Publisher:   Edward Elgar Publishing Ltd
Imprint:   Edward Elgar Publishing Ltd
Volume:   311
ISBN:  

9781783478873

ISBN 10:   178347887
Pages:   688
Publication Date:   29 January 2016
Audience:   College/higher education ,  Postgraduate, Research & Scholarly
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Contents: Introduction Simon P. Anderson PART I ECONOMIC THEORIES OF ADVERTISING 1. C. Christou and N. Vettas (2008), 'On Informative Advertising and Product Differentiation', International Journal of Industrial Organization, 26 (1), January, 92-112 2. Claude Fluet and Paolo G. Garella (2002), 'Advertising and Prices as Signals of Quality in a Regime of Price Rivalry', International Journal of Industrial Organization, 20 (7), September, 907-30 3. Edward L. Glaeser and Gergely Ujhelyi (2010), 'Regulating Misinformation', Journal of Public Economics, 94 (3-4), April, 247-57 4. Ivan Pastine and Tuvana Pastine (2002), 'Consumption Externalities, Coordination, and Advertising', International Economic Review, 43 (3), August, 919-43 5. Ganesh Iyer, David Soberman and J. Miguel Villas-Boas (2005), 'The Targeting of Advertising', Marketing Science, 24 (3), Summer, 461-76 6. Greg Shaffer and Florian Zettelmeyer (2004), 'Advertising in a Distribution Channel', Marketing Science, 23 (4), Fall, 619-28 7. Kurt R. Brekke and Michael Kuhn (2006), 'Direct to Consumer Advertising in Pharmaceutical Markets', Journal of Health Economics, 25 (1), January, 102-30 PART II INFORMATION DISCLOSURE 8. Simon P. Anderson and Regis Renault (2006), 'Advertising Content', American Economic Review, 96 (1), March, 93-113 9. Justin P. Johnson and David P. Myatt (2006), 'On the Simple Economics of Advertising, Marketing, and Product Design', American Economic Review, 96 (3), June, 756-84 10. Simon P. Anderson and Regis Renault (2013), 'The Advertising Mix for a Search Good', Management Science, 59 (1), January, 69-83 11. Oliver Board (2009), 'Competition and Disclosure', Journal of Industrial Economics, LVII (1), March, 197-213 12. Monic Sun (2011), 'Disclosing Multiple Product Attributes', Journal of Economics and Management Strategy, 20 (1), Spring, 195-224 13. Archishman Chakraborty and Rick Harbaugh (2014), 'Persuasive Puffery', Marketing Science, 33 (3), May-June, 382-400 PART III COMPARATIVE ADVERTISING 14. Simon P. Anderson and Regis Renault (2009), 'Comparative Advertising: Disclosing Horizontal Match Information', RAND Journal of Economics, 40 (3), Autumn, 558-81 15. Francesca Barigozzi, Paolo G. Garella and Martin Peitz (2009), 'With a Little Help from My Enemy: Comparative Advertising as a Signal of Quality', Journal of Economics and Management Strategy, 18 (4), Winter, 1071-94 16. Winand Emons and Claude Fluet (2012), 'Non-comparative versus Comparative Advertising of Quality', International Journal of Industrial Organization, 30 (4), July, 352-60 PART IV INFORMATION OVERLOAD AND ADVERTISING CONGESTION 17. Timothy Van Zandt (2004), 'Information Overload in a Network of Targeted Communication', RAND Journal of Economics, 35 (3), Autumn, 542-60 18. Simon P. Anderson and Andre de Palma (2012), 'Competition for Attention in the Information (overload) Age', RAND Journal of Economics, 43 (1), Spring, 1-25 19. Simon P. Anderson and Andre de Palma (2013), 'Shouting to Be Heard in Advertising', Management Science, 59 (7), July, 1545-56 20. Justin P. Johnson (2013), 'Targeted Advertising and Advertising Avoidance', RAND Journal of Economics, 44 (1), Spring, 128-44 PART IV EMPIRICAL TESTING 21. Daniel A. Ackerberg (2001), 'Empirically Distinguishing Informative and Prestige Effects of Advertising', RAND Journal of Economics, 32 (2), Summer, 316-33 22. Daniel A. Ackerberg (2003), 'Advertising, Learning, and Consumer Choice in Experience Good Markets: An Empirical Examination', International Economic Review, 44 (3), August, 1007-40 23. Michelle Sovinsky Goeree (2008), 'Limited Information and Advertising in the U.S. Personal Computer Industry', Econometrica, 76 (5), September, 1017-74 24. Ignatius Horstmann and Glenn MacDonald (2003), 'Is Advertising a Signal of Product Quality? Evidence from the Compact Disc Player Market, 1983-1992', International Journal of Industrial Organization, 21 (3), March, 317-45 25. Bharat N. Anand and Ron Shachar (2011), 'Advertising, the Matchmaker', RAND Journal of Economics, 42 (2), Summer, 205-45 26. Jean-Pierre Dube, Gunter J. Hitsch, and Puneet Manchanda (2005), 'An Empirical Model of Advertising Dynamics', Quantitative Marketing and Economics, 3 (2), June, 107-44 [38] 27. Gregory Lewis (2011), 'Asymmetric Information, Adverse Selection and Online Disclosure: The Case of eBay Motors', American Economic Review, 101 (4), June, 1535-46] 28. Simon P. Anderson, Federico Ciliberto and Jura Liaukonyte (2013), 'Information Content of Advertising: Empirical Evidence from the OTC Analgesic Industry', International Journal of Industrial Organization, 31 (5), September, 355-67 Index

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Edited by Simon P. Anderson, Commonwealth Professor of Economics, Department of Economics, University of Virginia, US

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