Notes on Advertising, Economies of Scale, and Entry Barriers
讨论广告与生产规模经济如何相互作用产生规模经济，指出在差异化产品与广告行业中，每美元收入的成本下降而非单位生产成本下降直接影响进入壁垒和现有企业盈利能力。
The paper discusses how advertising and economies of scale in production interact to produce economies of scale. The latter are defined to occur when costs per dollar of revenues decline with revenues. It is argued that, in an industry with differentiated products and advertising, it is the declining costs per collar of revenues rather than declining production costs per unit of output that directly affects entry barriers and the profitability of established firms.