Advertising and Economies of Scale: Critical Comments on the Evidence
批判性回顾了关于广告规模经济的重要实证证据，指出广告成本是否随支出增加而下降这一问题在理论和实证上存在争议，对反垄断政策有重要影响。
THE general issue to be discussed in this review article is: Does the advertising cost per dollar of sales increase as increases in total advertising expenditures occur? Stated in this fashion, however, the question of economies of scale and increasing returns to advertising is vague and equivocal. The difficulty of formulating the question in a rigorous enough fashion is the root cause of much of the controversy and confusion about the efficiency of advertising at various levels of advertising expenditures or other forms of advertising input. Regardless of the formidable theoretical and methodological problems involved, the economies of scale in advertising remain an important issue. More often than not, antitrust measures and public regulation of the marketplace are based on (or legitimized by) assumptions of substantial scale economies enabling established large corporations to maintain market power keeping competitors out and prices up. The purpose of this article is critically to review the most important empirical evidence relating to economies of scale in advertising. The article