Advertising quality and market share
Abstract
This paper utilizes a signaling-game approach to advertising and concludes that advertising is a
means of increasing profits and not an instrument of consumer preferences manipulation. It also concludes
that advertised brands should offer to the consumer something original and if not, then offer what
more or less the rival do.
means of increasing profits and not an instrument of consumer preferences manipulation. It also concludes
that advertised brands should offer to the consumer something original and if not, then offer what
more or less the rival do.
Keywords
Advertising; Research; Quality