Professional Documents
Culture Documents
Information
Chapter 20:
Introduction
Advertising has played a central role in development
of marketing
allows manufacturers to reach customers directly with information
about their products and prices
removes need for specialized sellers providing expertise
Chapter 20:
Chapter 20:
P P Q ,
Profit maximization requires that marginal revenue =
marginal cost c at optimal
Q*
P Q
*,
MR Q*, P Q*,
Q* c
Q
P*
Chapter 20:
P*
P* Q
= Advertising-to-sales ratio
Chapter 20:
P* Q
= Advertising-to-sales ratio
to obtain
* P Q*, * Q * T
* P Q*, * Q * Q * T * 1 Q
P * Q Q * P * Q Q * P
Chapter 20:
Q / Q Q
/ Q
P * Q Q * P P
= Advertising/sales ratio
Chapter 20:
Chapter 20:
10
Convenience
/Experience
Shop
/Search
Shop
/Experience
2.0
9.2 Furniture
7.4
Audio/Video 6.9
Motels
3.0 Autos
2.3
2.4
Chapter 20:
11
Chapter 20:
12
13
Chapter 20:
14
Fraudulent Advertising
While evidence on signaling is mixed, the analysis
still reveals useful insights including insights
about fraudulent advertising
Fraudulent advertising most likely in settings
where
Profit from selling a low quality good is high (snake
oil cures for serious illnesses)
Ability of consumers to punish fraud is limited
Repeat purchases less important
Firms may be fly by night
Consumers cannot judge quality even after the good has
been experienced
Chapter 20:
15