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Recent Developments in the Economics of Advertising

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Recent Developments in the Economics of Advertising

9781783478873 Edward Elgar Publishing
Edited by Simon P. Anderson, Commonwealth Professor of Economics, Department of Economics, University of Virginia, US
Publication Date: 2016 ISBN: 978 1 78347 887 3 Extent: 688 pp
The collection brings together important papers in the economics of advertising that have appeared in the new 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, signaling, and information disclosure. Scholars of marketing and economics will find here a back-drop of the field as well as recent advances made.

Along with an original introduction by Professor Anderson, this timely volume will be an invaluable source of reference for all marketing and economics academics.

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The collection brings together important papers in the economics of advertising that have appeared in the new 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, signaling, and information disclosure. Scholars of marketing and economics will find here a back-drop of the field as well as recent advances made.

Along with an original introduction by Professor Anderson, this timely volume will be an invaluable source of reference for all marketing and economics academics.
Contributors
74 articles, dating from 1881 to 2012
Contributors include: D. Ackerberg, J. Dube, E. Glaeser, G. Iyer, J. Johnson, D. Myatt, M. Peitz, R. Shachar, G. Shaffer, J. Villas-Boas
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 Régis 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 Régis 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 Régis 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 André 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 André 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 Dubé, 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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