AbstractI show that an advertising ban is more likely to increase -- rather than decrease -- total consumption when advertising does not bring about a large expansion of market demand at given prices and when it increases product differentiation (thus allowing firms to command higher prices). In this case, the main impact of a ban on advertising is to reduce equilibrium prices and thus increase demand. I argue that this is more likely to happen in mature industries where consumer goods are ex--ante (i.e. without advertising) similar and advertising is of the `persuasive' type. The ban is the more likely to increase profits of the firms the weaker the ability of advertising to expand total demand and the less advertising serves to induce product differentiation.
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Bibliographic InfoPaper provided by Department of Economics and Business, Universitat Pompeu Fabra in its series Economics Working Papers with number 205.
Date of creation: Oct 1996
Date of revision: Jan 1997
Contact details of provider:
Web page: http://www.econ.upf.edu/
Advertising; bans; product differentiation; regulation; tobacco; alcohol;
Other versions of this item:JEL classification:
- K2 - Law and Economics - - Regulation and Business Law
- L13 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Oligopoly and Other Imperfect Markets
- L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco
- M37 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Advertising
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