Title: Recent Developments in the Economics of Advertising (The International Library of Critical Writings in Economics Series)
Publisher: Edward Elgar Publishing
Publication Date: 2016
Language: English
ISBN 10: 178347887X
ISBN 13: 9781783478873
Binding: Hardcover
Condition: New

About this title

Synopsis

The research review discusses important papers in the Economics of Advertising since the 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, signalling, and information disclosure. Scholars of marketing and economics will find here both a back-drop and recent advances.

About the Author

Edited by Simon P. Anderson, Commonwealth Professor of Economics, Department of Economics, University of Virginia, US

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