IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-03157809.html
   My bibliography  Save this paper

Analyse macroéconomique de la publicité

Author

Listed:
  • 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

There are few econometric analyses and simulations of the effects of advertising on major economic variables. This study shows that advertising has an accelerating effect on short-term purchases and annual GDP, but its spending is more of a drag in the longer term. It therefore leads to an anticipation of purchases and, to this end, it contributes to inflationary pressures. Advertising contributes to a country's economic recovery, but because of its action on prices, it then limits its relative competitiveness in the longer term, all other things being equal. On the other economic variables, its structural effects do not appear to be significant.

Suggested Citation

  • Jacques Fontanel, 1979. "Analyse macroéconomique de la publicité," Post-Print hal-03157809, HAL.
    • Handle: RePEc:hal:journl:hal-03157809
    Note: View the original document on HAL open archive server: https://hal.univ-grenoble-alpes.fr/hal-03157809
    as

    Download full text from publisher

    File URL: https://hal.univ-grenoble-alpes.fr/hal-03157809/document
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Nelson, Philip, 1974. "Advertising as Information," Journal of Political Economy, University of Chicago Press, vol. 82(4), pages 729-754, July/Aug..
    2. 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.
    3. Lester G. Telser, 1964. "Advertising and Competition," Journal of Political Economy, University of Chicago Press, vol. 72(6), pages 537-537.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Jacques Fontanel, 1979. "L'analyse microéconomique des dépenses publicitaires," Post-Print hal-03156532, HAL.
    2. Jacques Fontanel, 1979. "Introduction à l'analyse économique de la publicité," Post-Print hal-03156506, HAL.
    3. Chan, Tat Y. & Narasimhan, Chakravarthi & Yoon, Yeujun, 2017. "Advertising and price competition in a manufacturer-retailer channel," International Journal of Research in Marketing, Elsevier, vol. 34(3), pages 694-716.
    4. Wang, Shinn-Shyr & Stiegert, Kyle W., 2006. "The Duopolistic Firm with Endogenous Risk Control: Case of Persuasive Advertising and Product Differentiation," Staff Paper Series 496, University of Wisconsin, Agricultural and Applied Economics.
    5. ÖRS, Evren, 2006. "The Role of Advertising in Commercial Banking," CEPR Discussion Papers 5461, C.E.P.R. Discussion Papers.
    6. Jacques Fontanel, 1979. "L'Anti Publicité," Post-Print hal-03464902, HAL.
    7. Lupton, Sylvie, 2006. "Il était une fois la qualité," MPRA Paper 5, University Library of Munich, Germany.
    8. Chen, Miao-Ling, 2004. "The effects of advertising on retail price competition under vertical restraint: A Japanese case," Journal of Business Research, Elsevier, vol. 57(3), pages 277-283, March.
    9. Chen, Jihui & Waters, George, 2017. "Firm efficiency, advertising and profitability: Theory and evidence," The Quarterly Review of Economics and Finance, Elsevier, vol. 63(C), pages 240-248.
    10. Jean Samuel Beuscart & Kevin Mellet, 2008. "Business Models of the Web 2.0: Advertising or The Tale of Two Stories," Post-Print hal-03459866, HAL.
    11. Serafin Grundl & You Suk Kim, 2019. "Consumer mistakes and advertising: The case of mortgage refinancing," Quantitative Marketing and Economics (QME), Springer, vol. 17(2), pages 161-213, June.
    12. Stivers, Andrew & Tremblay, Victor J., 2005. "Advertising, search costs, and social welfare," Information Economics and Policy, Elsevier, vol. 17(3), pages 317-333, July.
    13. Jhuma Mukhopadhyay & Indrani Chakraborty, 2017. "Competition and Industry Performance: A Panel VAR Analysis in Indian Manufacturing Sector," Journal of Quantitative Economics, Springer;The Indian Econometric Society (TIES), vol. 15(2), pages 343-366, June.
    14. Ralitza Nikolaeva, 2014. "Post-shakeout Performance, Survivor Bias and the Meaning of Success," Working Papers Series 2 14-04, ISCTE-IUL, Business Research Unit (BRU-IUL).
    15. Juan Gabriel Brida & Stefan Franz Schubert, 2008. "The Economic Effects Of Advertising On Tourism Demand," Economics Bulletin, AccessEcon, vol. 6(45), pages 1-16.
    16. Soberman, David A. & Xiang, Yi, 2022. "Designing the content of advertising in a differentiated market," International Journal of Research in Marketing, Elsevier, vol. 39(1), pages 190-211.
    17. Wang, Shinn-Shyr & Stiegert, Kyle W., 2006. "The Duopolistic Firm with Endogenous Risk Control: Case of Persuasive Advertising and Product Differentiation," Staff Papers 12606, University of Wisconsin-Madison, Department of Agricultural and Applied Economics.
    18. repec:ebl:ecbull:v:6:y:2008:i:45:p:1-16 is not listed on IDEAS
    19. Agnese Carella & Valentina Michelangeli, 2021. "Information or persuasion in the mortgage market: the role of brand names," Temi di discussione (Economic working papers) 1340, Bank of Italy, Economic Research and International Relations Area.
    20. Matthias Greuner & David Kamerschen & Peter Klein, 2000. "The Competitive Effects of Advertising in the US Automobile Industry, 1970-94," International Journal of the Economics of Business, Taylor & Francis Journals, vol. 7(3), pages 245-261.
    21. Leroux, François & Zaccour, Georges, 1984. "Structures de marché et intensité de la publicité," L'Actualité Economique, Société Canadienne de Science Economique, vol. 60(3), pages 341-354, septembre.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-03157809. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.