Revisiting the Advertising‐Concentration Issue
提供新的实证证据，分析广告强度与行业集中度变化之间的关系，特别关注食品行业，帮助理解广告是促进竞争还是构成进入壁垒。
Increases in advertising efforts are reasonably well documented among most U.S. industries [Nelson, p.431. Yet the economic controversy relating to the causal linkage between advertising intensity and changing market structures has by no means been settled. Advertising can represent a major barrier to entry via its role in achieving product differentiation. In contrast advertising may enhance competition with the dissemination of information through competitive advertising, While the advertising issues are varied and complex, this paper will setforth additional empirical evidence showing the relationship between advertising intensity and changing industry structure. In particular, the intensity of advertising across industry levels of concentration will be addressed and reference given to the food industries.