Investigates empirically the importance of buyer characteristics as well as product and service classifications on the informational content of advertising supply by sellers utilizing Yellow Pages advertisements from six US cities. The analysis and tests extend the categories used in previous...

Investigates empirically the importance of buyer characteristics as well as product and service classifications on the informational content of advertising supply by sellers utilizing Yellow Pages advertisements from six US cities. The analysis and tests extend the categories used in previous...

As pointed out previously by economists, the implicit demand for cost‐saving information by potential buyers generates a derived demand for advertising by sellers. This study adds to the body of evidence that reveals the positive role of advertising in the market process. The evidence...