JOURNAL ARTICLE
Cite JOURNAL ARTICLE
Style
Format
Informative Reklame
Journal of Contextual Economics – Schmollers Jahrbuch, Vol. 118 (1998), Iss. 4 : pp. 499–519
Additional Information
Article Details
Bester, Helmut
Abstract
This paper presents a simple monopoly model of informative advertising. Advertising provides information about a (new) product, the sales price or a rebate. We derive the seller's equilibrium marketing strategy, which depends on the informational content of his advertising. Also, we discuss the welfare effects of informative advertising.
Table of Contents
| Section Title | Page | Action | Price |
|---|---|---|---|
| Helmut Bester: Informative Reklame | 499 | ||
| 1. Einleitung | 499 | ||
| 2. Das Grundmodell | 501 | ||
| 3. Produktreklame | 502 | ||
| 4. Preisreklame | 506 | ||
| 5. Rabattreklame | 513 | ||
| 6. Schlußbemerkungen | 517 | ||
| Literatur | 518 | ||
| Zusammenfassung | 519 | ||
| Abstract | 519 |