This paper determines the impact of food industry market power on farmers' incentives to promote in a situation where funds for promotion are raised through a per-unit assessment on farm output and food industry technology is characterized by variable proportions. Specifically, building on...

Buse’s concept of total response is extended to advertising effects. Results suggest that partial advertising elasticities overstate advertising’s ability to increase market demand. One implication is that advertising bans (e.g., for alcohol and tobacco) are apt to be less effective than...

The paper attempts to identify a coherent Post Keynesian approach to advertising. Although the neoclassical explanation of advertising cost is encapsulated by the DorfmanâSteiner theorem, and static in character, the Post Keynesian theory provides a realistic and dynamic framework within which...