Advertising and the Dynamics of Market Structure: The UK Car Industry, 1958–1983*
研究广告对市场份额动态的影响，以英国汽车市场为例，发现广告既促进也抑制竞争：新进入者可通过广告获取份额，但行业广告总量上升会提高进入成本。
SUMMARY This paper looks at the effect of advertising on market share dynamics, developing a model that describes the mechanism by which advertising affects consumer choice and illustrating it with reference to the UK car market. Advertising shares are observed to be highly positively correlated with market shares, suggesting that advertising has both pro‐ and anti‐competitive effects. Advertising facilitates entry in as far as entrants can acquire market share through advertising, but it inhibits entry when an escalation in total industry advertising makes this acquisition prohibitively costly.