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L'analyse microéconomique des dépenses publicitaires

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  • Jacques Fontanel

    (CESICE - Centre d'études sur la sécurité internationale et les coopérations européennes - UPMF - Université Pierre Mendès France - Grenoble 2 - IEPG - Sciences Po Grenoble - Institut d'études politiques de Grenoble)

Abstract

Since business analysis is based on the autonomy of economic decision-making units, two types of scientific approaches apply to the microeconomic analysis of the company. Theoretical analyses on the effectiveness of advertising expenditure are based on standardized market hypotheses and producer and consumer behaviour that meet the standards of neoclassical analysis. Empirical studies of advertising decisions are more numerous. Their objective is to define a methodological framework for the preparation of company decisions, in particular by questioning the effectiveness of advertising for decentralized economic units. Several models are presented and analysed in terms of their theoretical interest or practical usefulness.

Suggested Citation

  • Jacques Fontanel, 1979. "L'analyse microéconomique des dépenses publicitaires," Post-Print hal-03156532, HAL.
    • Handle: RePEc:hal:journl:hal-03156532
    Note: View the original document on HAL open archive server: https://hal.univ-grenoble-alpes.fr/hal-03156532
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    File URL: https://hal.univ-grenoble-alpes.fr/hal-03156532/document
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    References listed on IDEAS

    as
    1. James M. Ferguson, 1967. "Advertising and Liquor," The Journal of Business, University of Chicago Press, vol. 40, pages 414-414.
    2. Nelson, Philip, 1974. "Advertising as Information," Journal of Political Economy, University of Chicago Press, vol. 82(4), pages 729-754, July/Aug..
    3. Comanor, William S & Wilson, Thomas A, 1969. "Advertising and the Advantages of Size," American Economic Review, American Economic Association, vol. 59(2), pages 87-98, May.
    4. P. K. Else, 1966. "The Incidence Of Advertising In Manufacturing Industries," Oxford Economic Papers, Oxford University Press, vol. 18(1), pages 88-110.
    5. M. L. Vidale & H. B. Wolfe, 1957. "An Operations-Research Study of Sales Response to Advertising," Operations Research, INFORMS, vol. 5(3), pages 370-381, June.
    6. Lester G. Telser, 1964. "Advertising and Competition," Journal of Political Economy, University of Chicago Press, vol. 72(6), pages 537-537.
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