The Economics of Advertising (RLE Advertising)
Routledge – 2013 – 256 pages
What is the economic justification of advertising? Is it a vital energizing force in industry, or does it represent a serious waste of money and effort? The great increase in the volume of publicity in modern times is causing people to wonder what its final outcome will be, and whether it is a development to be welcomed or regarded with suspicion.
First published in 1934.
Part 1. Advertising and Industry – An Economic Analysis 1. The Development of Advertising and its Significance. The Rise of Modern Marketing Methods 2. The Function of Advertising (1). Introduction. The Claims Made for Advertising 3. The Functions of Advertising (2). The Claims Made for Advertising 4. Criticisms of Advertising (1) 5. Criticisms of Advertising (2). Part 2. Advertising and the Community 6. Some Social Criticisms of Advertising. The Power of Advertisers to Mould Opinion 7. The Press and Advertising. The Commercialization of the Press. Advertising and Editorial Policy 8. The Relation of Advertising to Some Modern Developments in Marketing. The Increasing Control of Marketing by Manufacturers. Standardization and Branding 9. The Organization of the Advertising Business. The Advertising Agency. The Press Agent. The Advertising Consultant. Poster Advertising. The Work of Advertising Agencies. The Remuneration of Advertising Agents. The Audit Bureau of Circulations. Associations in the Advertising Business 10. Concluding Questions: The Future of Advertising. The Power of the Advertiser. Wider Uses of Advertising Part 3. The Scope and Development of Advertising – A Statistical Survey 11. The National Expenditure on Advertising – The Development of Press Advertising. The Total National Expenditure. The Growth in Expenditure. The Development of Press Advertising. Expenditure by Individual Advertisers. Advertising Expense as a Proportion of the Final Selling Price 12. The Distribution of Advertising Expenditure. The Classes of Goods Advertised. Advertising Media. The Principal Groups of Advertisers Appendix 1. The Scope of an Economic Analysis of Advertising Appendix 2. The History of Press and Poster Advertising. Index.