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| Author: | Seldon, B. Jewell, R. O'Brien, D. |
| Title: | Media substitution and economies of scale in advertising |
| Journal: | International Journal of Industrial Organization
2000 : DEC, VOL. 18:8, p. 1153-1180 |
| Index terms: | ADVERTISING ECONOMIES OF SCALE BREWING INDUSTRY |
| Language: | eng |
| Abstract: | Two important issues in the economics of advertising are media substitutability in generating sales and scale economics in advertising. If media are substitutes then partial bans, e.g., broadcast bans or cigarettes or alcoholic beverages, may be ineffective; and mergers among radio and TV firms, currently widespread in the U.S. and Mexico, are unlikely to result in market power in setting advertising rates. |
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