emerging and developing countries. This fact is surprising considering the background of relatively low local advertising …Das internationale Werbefestival in Cannes ist einer der wichtigsten internationalen Gradmesser für kreative Werbung …

education, advertising regulation, etc. References.. …

. Following lines develop these two important aspects associated with advertising theory, even if they are not the only issues …Advertising as a tool of communication, but mostly as a marketing tool is subject to many theories and explanatory and … normative models. Its contents and performed functions are not yet defined in general recognized theory. Present article focuses …

-competitive effects. We show that the signaling theory strongly predicts that advertising signals quality if price rivalry prevails, in … reexamines the debate as to whether firms use price or advertising to signal quality and whether advertising has pro- or anti …; combined price-advertising signals must be used when this difference shrinks. From a welfare point of view, advertising leads …

This paper presents a theory of the market provision of broadcasting and uses it to address the nature of market … failure in the industry. Advertising levels may be too low or too high, depending on the nuisance cost to viewers, the …