The Impact of Advertising on the Price of Consumer Products
作者研究了广告是否会导致消费品价格上涨这一营销领域争议问题。通过梳理正反两方的观点和实证研究，作者提出区分出厂价与零售价、相对价格与绝对价格的分析框架，认为这一框架能够调和此前看似矛盾的证据。
This article examines one of the most controversial issues in marketing, “Does advertising increase prices?” It reviews arguments and empirical research published on both sides and concludes that an approach which distinguishes factory from consumer prices, and relative from absolute prices, can reconcile much of what has been considered conflicting evidence on this question.