This chapter proposes an analysis of the role of advertising in the transmission of information in markets. It also … describes how the economic analysis of informative advertising provides a satisfactory account of advertising practices and … discusses the extent to which resorting to alternative approaches to advertising might be fruitful. In doing so, it provides an …

, magazines, newspapers, the Internet, and television (the illustrative example henceforth). Most advertising expenditures are … incurred for these media. They are also mainly supported by advertising revenue. Early work stressed possible market failures … sides are coordinated by broadcasters (or “platforms”) that choose ad levels and program types, and advertising finances the …

market outcomes of Internet media. A large body of work has focused on the advertising part of the industry, while some …

of consolidation on advertising prices and quantities). The remaining parts survey the literature on whether there are … too many radio stations; the strategies that stations use to boost the effectiveness of advertising; the effects of non …