Measuring the Benefits to Advertising under Monopolistic Competition

被引：0

作者：

Boland, Michael A. ^{[1
]}

Crespi, John M. ^{[2
]}

Silva, Jena ^{[2
]}

Xia, Tian ^{[2
]}

机构：

[1] Univ Minnesota, Dept Appl Econ, Minneapolis, MN 55455 USA

[2] Kansas State Univ, Dept Agr Econ, Manhattan, KS 66506 USA

来源：

JOURNAL OF AGRICULTURAL AND RESOURCE ECONOMICS | 2012年 / 37卷 / 01期

关键词：

advertising; benefit-cost analysis; industrial organization; monopolistic competition; agricultural marketing; GAME-THEORETIC APPROACH; PRODUCT DIFFERENTIATION; COOPERATIVES; TRADE;

D O I：

暂无

中图分类号：

F3 [农业经济];

学科分类号：

0202 ; 020205 ; 1203 ;

摘要：

This paper determines the benefits and costs of firm-level advertising in a monopolistically competitive industry. The model is useful in an environment in which firm-level costs may be absent or imprecise. The empirical example uses data on the advertising for a new line of prune snacks by Sunsweet Growers between 2008 and 2010, revealing average benefit-cost estimates from $1.26 to $4.35 for every dollar allocated to the new product line.

引用

页码：144 / 155

页数：12

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