Economics: Role and benefits of advertising

 

This June, 2009 article looks into the state of the US economy, and discusses the implications for consumer spending. Credit card defaults are seen to be rising, though delinquency rates are down, sug

The economic turmoil in the US has led to a greater "communal interconnectedness" in the marketplace, according to this article. Specifically, people have become more open to government intervention t

Argues for the economic importance of advertising in the United States: 'policy makers will be less inclined to criticize advertising when they learn that it is an economic force that helps create and ...

Using two cases from the IPA dataBANK, this paper looks at two differing approaches to adding value to a brand through communications. The mass-targeted TV advertising of PG Tips is compared with the ...

Advertising is a rich, multidimensional phenomenon that has been studied in several disciplines. This research has led to an emerging body of findings and some potential generalizations. Even then, mi ...

Brendan Ryan, CEO of FCB, asks in this speech to the 4A's 2001 Management Conference why sectors such as government, press and banking are losing faith in the advertising industry, and defends adverti ...

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1974, Ehre ...

This paper argues that the shift away from mass-media advertising and its underlying message to consume, towards micro-marketing, has the potential to erode society's current motivation to consume.

Brand advertising can be shown to enhance shareholder value and justify the budget. Marketing initiatives led to market-based assets, with considerable value in and of themselves, which is recognised ...

A summary of the inaugural Admap lecture argues that advertising doesn't just benefit advertisers and the media but also consumers. It helps consumers make informed choices by providing brand attribut ...

In a speech to the European Advertising Agencies' Association in 1998, Kevin Roberts of Saatchi & Saatchi rebuts claims made by the CEO of Unilever, Niall Fitzgerald, that advertising 'is suffering a ...

The second of three JOAB ('Justifying Our Advertising Budgets') papers published by Admap. JOAB is a project run by the South Bank Business School, researching fundamental questions about how advertis ...

The positive role played by advertising in the market process has been largely ignored by academic economists. It is only recently, since the modern economic revolution, that economists have realized ...

History is inevitably only what historians write. Whether complete and valid or not, tomorrow's history of today will express the perceptions of the sequence of historians who reflect on today's event ...

An essay based on and including a review of John Philip Jones's book 'What's in a Name'. Points discussed include: the relationships between marketing, advertising and branding; the notion of the bran ...

This paper explores the relationship between advertising and economic development. The author examines several lines of thought regarding a possible relationship and the models that have been formulat ...

There are many different types of advertising, each linked to a separate economic function. Advertising's economic benefits can be described, therefore, in terms of the separate economic functions it ...

In 1967, the author won second prize in the IPA's 'thesis competition' with an essay entitled 'Advertising - is this the sort of work that an honest man can take pride in?'. 18 years later, he reconsi ...

Every Tom, Dick and Harry knows that advertising deceives the consumer, raises prices, distorts markets and promotes monopoly. Haven't economists and sociologists always told us so? But the facts don' ...

A world without advertising would be a world in which economic choices were made as rationally and efficiently as solicitors, for example, are chosen by the general public - with a pin. The best way t ...

This paper is the modified version of a text first delivered at the 13th Asian Advertising Conference held in New Delhi in September 1982.

This paper takes a view of advertising and an aspect of certain other non-price competition as public goods. This leads to a new fundamental justification of the zero price distribution of advertising ...

The relationship of advertising and price is contentious. In this paper it is shown that advertising can increase demand elasticity, permit the attainment of scale economies, and encourage more effici ...

There is increasing pressure to regulate advertising in Britain, and economic concepts are often advanced to support such a policy. One argument is that advertising is wasteful, but this depends upon ...

Have advertising’s critics over-stated the impact of commercial marketing? In this speech to the 1978 NAACP Conference, William Hesse, acting president of the 4A’s, makes the case that they have. Hess ...

Paul C Harper, chairman, Needham Harper Worldwide, gives tips for advertising success in this 1976 4A's speech. Preconditions to success include whether (or not) the product being advertised is better

In this 1960 speech, William A Marsteller, chairman of Marsteller Inc, discusses the history of advertising, and how the proliferation of marketing messages have benefitted the economic system as a wh

With the US still reeling from the 1929 Crash, President Herbert Hoover discusses the definition of sound advertising, a suggested postal prices increase and mass unemployment. Speaking to the 1930 A ...

Addressing the 4A's 1926 Annual Meeting, US President Calvin Coolidge discusses the volatile state of the American economy and argues that an increase in advertising spending will provide a stable bas ...