ADVERTISING TRADED GOODS
No hay miniatura disponible
Fecha
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Resumen
Descripción
Nerlove and Waugh's theory of cooperative (generic) advertising is extended to include tax shifting, cost sharing, and trade. Comparative-static analysis indicates that trade reduces the incentive to promote in the domestic market, and this is true whether the industry inquestion is a net exporter or a net importer. The theory is applied to California egg advertising to demonstrate utility and to highlight the importance of including trade relationships in advertising benefit-cost studies.