THE DEGREE OF COMPETITION IN THE ADVERTISING INDUSTRY

被引:11
作者
JUNG, CH [1 ]
SELDON, BJ [1 ]
机构
[1] UNIV TEXAS,SCH SOCIAL SCI,RICHARDSON,TX 75083
关键词
ADVERTISING AGENCIES; ADVERTISING; COMPETITION; MARKET POWER;
D O I
10.1007/BF01024258
中图分类号
F [经济];
学科分类号
02 ;
摘要
After a merger wave began among advertising agencies in the late 1960's, the Federal Trade Commission investigated the anticompetitive effects of the mergers and concluded that the industry would remain competitive. In this paper, we employ a method suggested by Bresnahan to investigate the issue of competition in the advertising industry. The method uses industry-level data over the period 1972-87 to consider the determinants of supply and demand for advertising messages and to calculate the degree of market power on the supply side of the market. Statistical results support the hypothesis that the industry was competitive over this period.
引用
收藏
页码:41 / 52
页数:12
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