英文版产业经济学教程第章广告策略-公开课件（讲义）.pptVIP

Chapter 11 Advertising No business behavior will make economists unchargable than advertising.——L.Telser：“advertising and competition” Advertising has been one indivisible part of our lives. But we still know little about its influence. Generally, advertising can be defined as one form to provide products’ and service’s information of price, quality and location, etc. Questions What is advertising? Why advertising? How to make decision of advertising? Does society benefit from advertising? 11.1 Classification:Information, persuasion Nelson（1970）： Search good：is one whose features the consu