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Advertising helps manufacturers differentiate their products and provides information about products to consumers. As information, advertising provides many benefits to consumers. Price advertising, for example, lowers market prices. Advertising that tells consumers about the existence of new products facilitates entry. On the other hand, by contributing to product differentiation, advertising may create market power by raising barriers to entry. Much empirical work has been carried out about the competitive effects of advertising, with no definitive results.

Source Publication:
Glossary of Industrial Organisation Economics and Competition Law, compiled by R. S. Khemani and D. M. Shapiro, commissioned by the Directorate for Financial, Fiscal and Enterprise Affairs, OECD, 1993.


Statistical Theme: Financial statistics

Created on Thursday, January 3, 2002

Last updated on Friday, January 18, 2002