Measuring the benefits to advertising under monopolistic competition

Michael A. Boland; John M. Crespi; Jena Silva; Tian Xia

Measuring the benefits to advertising under monopolistic competition

Michael A. Boland, John M. Crespi, Jena Silva, Tian Xia

Applied Economics

Research output: Contribution to journal › Article › peer-review

4 Scopus citations

Abstract

This paper determines the benefits and costs of firm-level advertising in a monopolistically competitive industry. The model is useful in an environment in which firm-level costs may be absent or imprecise. The empirical example uses data on the advertising for a new line of prune snacks by Sunsweet Growers between 2008 and 2010, revealing average benefit-cost estimates from $1.26 to $4.35 for every dollar allocated to the new product line.

Original language	English (US)
Pages (from-to)	144-155
Number of pages	12
Journal	Journal of Agricultural and Resource Economics
Volume	37
Issue number	1
State	Published - Apr 2012

Keywords

Advertising
Agricultural marketing
Benefit-cost analysis
Industrial organization
Monopolistic competition

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Measuring the benefits to advertising under monopolistic competition

Abstract

Keywords

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